Aamir Khan Turns 60: Making every act count

Aamir Khan turns 60 today, marking decades of a career built on selective choices—both in films and endorsements. Unlike many of his Bollywood peers, Aamir has never been one to flood the market with his face on every billboard. Instead, he picks his projects and brand deals carefully, ensuring they align with his image—or at least pay him enough to be worth his while.

From Coca-Cola in the ’90s to recent endorsements for Dream11, PhonePe and fun experimental ads like Thumsup Charged, Aamir’s has built a solid ad presence over the years. Although he makes select movies now, his brand value remains strong, with a reported $24.9 million valuation in 2020 and an estimated net worth of ₹1,862 crore ($235 million). He is known to charge ₹5-7 crore per endorsement, sometimes even ₹10-12 crore, making him one of India’s highest-paid celebrity endorsers.

Despite his selective advertising approach, IPL 2023 saw him become the top celebrity endorser, with a 10% share of all ads featuring celebrities, according to a TAM Sports report. Dream11’s campaign, featuring Aamir in humorous roles alongside cricketers, was among the most visible, with additional appearances in PhonePe and Thums Up ads. This seasonal surge shows how Aamir remains a valuable name in advertising, even without a recent box-office hit.

Beyond endorsements, Aamir profits heavily from his film deals, often opting for profit-sharing over fixed fees. He also holds significant real estate, including a ₹60 crore Bandra home, a ₹7 crore property in Panchgani, and a ₹75 crore house in Beverly Hills. Additionally, he has invested ₹2 crores in Furlenco, a furniture rental startup, showing an interest in business ventures outside the entertainment industry.

Aamir Khan may not be in the ad space year-round, but when he does step in—especially during high-visibility events like IPL—he makes sure it counts. While his last film, Laal Singh Chaddha, didn't do much to boost his star power, his ad deals prove that brands still see value in his name. Whether that continues as he enters his 60s remains to be seen, but for now, advertisers are still paying for the Aamir Khan effect—at least in small, strategic doses.