New Delhi, April 8 -- While it is common for film and sports celebrities to be inundated with brand deals once they gain acclaim in their primary line of work, a handful of names have never been big in the endorsement game. Figures such as Salman Khan, Sanjay Dutt, Aamir Khan, Shahid Kapoor, Anil Kumble and Ajinkya Rahane, among others, are seen as either voluntarily staying away from such deals or brands not finding them viable enough since some of them come with controversies that lead to polarising opinions around them.

Further, several popular celebrities are yet to have cultivated a specific public personality that could align well with the values of specific brands, leading to organic collaborations, entertainment industry experts ...