These are called the ‘Magic Moments’ of Bollywood. When the stars give their signatures to their fans, it’s called as an ‘autograph’. And if they give their signatures to companies, it’s called a ‘deal’. The recent times have seen the liquor category being the latest industry to encash on the ‘Bollywoodisation’ fever.

In the past, one has seen stars like the eternal Dharmendra, the ever- bankable SRK, Shiney Ahuja, Zayed Khan and even Shilpa Shetty doing the honours, by striking deal with liquor brand/s. One such ‘deal’ is what Hrithik Roshan has struck with Radico Khaitan’s premium brand ‘Magic Moments’. After having endorsed vests, soaps, mobile phones, biscuits etc, Hrithik seems to be on a roll with this endorsement. Reasoning Hrithik as the choice, Abhishek Khaitan, MD, Radico Khaitan, said that Hrithik’s energy, style personality fits well with the brand’s personality.

Knowing the perfectionist that he is, we think that this deal has just happened to him and that too, at the right time, when he has just wrapped up Jodhaa Akbar, a movie that is known to have taken the best out of our man, all thanks to those bulky costumes, accessories etc… After having given it all to this magnum, opus, at last its time to say cheers.