A big pan masala brand ignites the fire in the existing Khan War! zoOm brings you exclusive scoop from it sources that claim SRK has charged double the price from the usual cost for endorsing a pan masala brand, after realizing Salman Khan was their first choice.

The buzz is, as per the brand's storyboard, they were on a look-out of a renowned personality who has made a name for himself in the industry on their own. The sources close to the brand team claim that Salman's name was always on top-of-their mind. However, SRK was finally approached with the deal.

SRK initially was reluctant to endorse a pan masala brand. Upon realizing their preference for Salman earlier, he immediately agreed to endorse the brand and increased the cost by 100%. He usually charged 10-15 crores for endorsement but for this brand, he is charging 20 crores straight. Seems like, the Khan war has turned out to be en expensive affair for pan masala brand. For more Bollywood updates, tune in to Planet Bollywood, every day at 7 PM on zoOm, India's No. 1 Bollywood Channel.