The phenomenal success of Dil Hai Ke Manta Nahin and Saajan had elevated Adil Ali to a level of fame few actors achieved at such a young age. At just nineteen, he had become the dream boy of millions.
As audiences across India celebrated his films, another piece of good news arrived. The CBSE Class 12 results were announced, and Adil scored an outstanding 96 percent. Aishwarya Rai secured 94 percent, while his best friend Sameer scored 91 percent. The result acted like icing on the cake.
Newspapers and television channels across the country highlighted the rare combination of a blockbuster star and a brilliant student. Editorials praised him as the ideal youth icon, and his image as a disciplined, intelligent and family-oriented young man became even stronger.
Companies from all over India wanted him to become the face of their brands. Fan clubs had begun appearing in several cities, magazines dedicated special editions to him, and thousands of letters arrived every week.
Although Adil had already appeared in commercials for Bombay Dyeing, Gold Spot and Uncle Chips, earning ₹2 lakh, ₹1.5 lakh and ₹1 lakh respectively, those deals had been signed when he was still a newcomer. After delivering three consecutive blockbusters and becoming the nation's most talked-about young actor, the value of his name had increased dramatically. Offers arrived almost every day. Thums Up proposed ₹5 lakh, Hero Honda offered ₹7 lakh, Onida Electronics came with ₹8 lakh, Nirma offered ₹5 lakh, while Vicco Turmeric proposed ₹4 lakh. There were countless other offers too, including several from cigarette and pan masala companies that promised enormous sums.
One evening, while going through files spread across the dining table, Adil quietly pushed several proposals aside. Arif Ali looked at him curiously and asked why he was separating them. Adil replied simply, "These advertisements, I am not doing."
Looking through the rejected files, Arif noticed that many belonged to cigarette and pan masala brands. As if testing his son, he asked, "They're offering so much money. Why reject them?" Adil answered calmly, "People trust me. Parents consider me a role model. I don't want to endorse everything. Whatever I promote should be something families feel comfortable with. Money comes and goes. Reputation stays." Hearing that, Arif smiled proudly. Success had not changed his son.
The biggest opportunity came when senior executives from Pepsi Foods India personally visited the Ali residence. After exchanging greetings, they placed a contract on the table. Their representative smiled confidently and said, "Mr. Adil Ali, Pepsi believes you represent the aspirations of India's youth. We want you to become the face of the next generation. We are prepared to offer twenty lakh rupees for a one-year agreement." The executives expected the young superstar to accept immediately.
Instead, Adil closed the file and smiled. "Twenty lakh is generous," he said politely, "but let's be honest. You're not paying me merely to shoot commercials. You're buying influence. After Aashiqui, Dil Hai Ke Manta Nahin and Saajan, the media follows everything I do. Newspapers already call me the youth icon of India. The moment I sign with Pepsi, every magazine and television channel in the country will talk about it. That publicity itself will save Pepsi crores in promotion." One executive laughed and remarked, "You negotiate like a businessman, Mr. Adil." Adil smiled. "My father taught me that a person should know his worth." The representative replied, "Twenty lakh itself is a record amount for someone your age." Adil leaned forward and calmly answered, "If Pepsi wants exclusivity, if I cannot endorse competing soft drinks, and if you're building campaigns around me, then my price is fifty lakh." The room fell silent. One executive laughed in disbelief and said, "Fifty lakh? That's Amitabh Bachchan territory." Adil laughed with them and replied, "Then perhaps you should sign Amitabh ji." Everyone burst into laughter.
For nearly ninety minutes, both sides negotiated. Pepsi increased their offer to ₹30 lakh, then ₹35 lakh and later ₹40 lakh, but Adil remained firm. Finally, after another round of discussions, the senior executive stood up and smiled. "Mr. Adil, I've dealt with many stars, but not many nineteen-year-olds who negotiate like this." Adil grinned and replied, "I'm not difficult. I simply know my value." Eventually both sides shook hands on a one-year exclusive agreement worth ₹45 lakh. "Congratulations, Mr. Adil Ali," the executive announced warmly. "Welcome to the Pepsi family."
News of the deal somehow reached the media, with many insiders believing Pepsi itself had intentionally leaked the information to create excitement around its new youth icon.
Afterwards, Adil carefully selected only a handful of endorsements. Along with Pepsi, he accepted Hero Honda for ₹12 lakh, Onida Electronics for ₹15 lakh, Thums Up for ₹9 lakh, Vicco Turmeric for ₹11 lakh, Nirma for ₹10 lakh. He rejected dozens of other offers, believing that appearing in too many advertisements or endorsing questionable products would damage his image in the long run.
Thus, October and November of 1991 became surprisingly busy months. Nearly every week, Adil was inside advertising studios, attending photo shoots, recording voiceovers and filming television commercials. The Pepsi campaign portrayed him as the symbol of India's youth. Hero Honda emphasized ambition and confidence, Onida highlighted sophistication and elegance, Vicco Turmeric focused on trust and tradition, while Nirma and Rasna appealed to family audiences and children. Everywhere he went, photographers followed him. Newspapers frequently reported that companies were willing to wait months just to secure a few days of his schedule.
Filmfare declared, "ADIL ALI BECOMES INDIA'S MOST MARKETABLE YOUNG SUPERSTAR."
Screen magazine called him "THE FACE OF THE NINETIES."
Trade Guide wrote, "No young actor in recent memory has attracted advertisers on this scale."
One evening, Shahrukh and Salman Khan arrived at Adil's house and nearly dropped their cup of tea after seeing the contracts lying on the table. "My God!" Salman exclaimed dramatically. "Forget acting. Open a bank!" Just then, Shah Rukh Khan picked up the Pepsi agreement. "Forty-five lakh?" he cried in disbelief. "Brother, at this rate, you'll buy Bollywood itself!" Salman nodded seriously and declared, "We have a problem." Shah Rukh immediately agreed. "Yes. This fellow is becoming too rich." Both men looked at each other. "Partnership?" Salman asked. Shah Rukh replied instantly, "Against Adil Ali."
Maintaining serious expressions for a moment, all three burst into laughter.
By the end of November 1991, Adil had completed campaigns for Pepsi, Hero Honda, Onida Electronics, Thums Up, Vicco and Turmeric. In just two months, October and November alone, he had earned a staggering ₹1.02 crore from advertisements. From earlier advertisement, His bank account now has ₹1.08 crore.
At only nineteen years of age, Adil Ali had become not just Bollywood's brightest young superstar, but also the undisputed king of endorsements. And deep inside, he knew that this was only the beginning. The golden years of the nineties had yet to unfold.