Riding on the juggernaut of popularity of the game show Kaun Banega Crorepati, Amitabh is being wooed by Pepsi Foods to extend his endorsement deal that will end in early 2001. The deal is expected to be extended for a period of 3 years. This will be the second endorsement after the ICICI deal for Amitabh. Pepsi Foods confirmed that the negotiations were on and the deal was being routed through ABCL, which was defunct earlier. The proceeds will be utilized to retire debts taken over by ABCL. In the earlier series of ads, Amitabh had appeared in the Zor ka Jhatka, Dhire se Lage ads for Mirninda Lemon. Other than Amitabh, Pepsi has in its stable stars like Amrish Puri, south Indian star Madhavan, Shah Rukh Khan, Kajol and cricketers like Sachin, Yuvraj and the now tainted Azharuddin and Ajay Jadeja. Azhar and Jadeja had been sacked after the betting controversy.
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