Akshay Kumar has become hot brand property as the latest Thums Up ad campaign has captivated viewers and several brands are now lining up to be endorsed by him.

Akshay is, however, being very selective about the brands he would like to endorse and does not want to dilute his brand equity. He has been turning down a slew of brands, as he does not want to compromise either on price or quality.

Recently, he was offered a whopping amount to renew a contract with a liquor company, which he refused. Similarly, he also turned down a Rs. 80 million offer to endorse an undergarment company.

Says Akshay, "I would only like to endorse quality products. I prefer to be selective and it should be in sync with my brand Image. I will not compromise either on price or quality".

He has been refusing to endorse sub-standard brands, be it a cigarettes or alcohol products, as a matter of policy.

According to sources close to the actor, a huge Multi National Company has signed Akshay to be their brand ambassador in India. It is said to be a deal clinched amidst heavy competition from other biggies and an announcement of the same is on the anvil.

And what Akshay says of the whole endorsement game is - "A man's gotta do what a man's gotta do"!