Buzz is rife in the industry with reports of actress Deepika Padukone apparently being paid an astronomical price of Rs5 crore for renewing a contract of the product that she has been endorsing for the past four years now.

Market harpers point out that it’s probably one of the highest remunerations being paid to an actress for renewing a brand contract here. An insider reveals, “A recent study showed that Deepika’s advertising campaign had increased sales by 15 per cent giving the company and the brand an edge in the category. This is what prompted us to sign her for the next year at a hiked price.”

Trade points out that the hike is bound to have a ripple effect in the industry for sure. “This will not go unnoticed and it won’t be surprising to see several other actors now demand a similar hike for their own brand endorsements.

Whether, the brand will bow or not will depend, but right now, the moolah being doled out to Deepika is certainly grabbing attention,” feels an ad insider. While detractors point out that such an exorbitant amount is absurd, trade analysts point out that her stocks are expected to skyrocket in the months to come.

“She has a film with South superstar Rajinikanth, Kochadaiyaan, which is her trump card. Even apart from that, her film Yeh Jawani Hai Deewani with Ranbir Kapoor and Cocktail with Saif Ali Khan up her stakes here in Bollywood as well. Also irrespective of the fate of her films she has consistently been bagging big banner films that will work in her favour,” says trade analyst Taran Adarsh.