HE’S known to be mighty choosy about his endorsements, with just about a
handful of brands in his kitty. But by becoming the first Indian to win a Golden Globe for the best original music score for Slumdog Millionaire, AR Rahman, already one of India’s best-known composers, has just made history. And with that, the 42-year-old is likely to have a fresh lot of companies beating down his door for endorsements.
Accordingto Percept Talent Management CEO Manish Porwal, several brands will now try to rope in Rahman for endorsements. “Rahman as a brand, like his music, has a very top-end appeal compared to several of his
contemporaries in Bollywood. The win will surely draw the marketeers’ attention further,” he said. Ad circles say Rahman himself manages his endorsement deals unlike other celebrities. “In fact, Rahman charges nearly 300% premium as compared to several of his contemporary celebrities,” said the top official of a talent management company that had signed Rahman for a few sponsorship deals."