While we reported yesterday that Amitabh Bachchan is going to Los Angeles for treatment, it is learnt that he has added another endorsement to his kitty

This time, it's a noodle brand that sought to consolidate its position as a market leader for years.

Apparently, the brandwallas were initially planning to sign on Randhir and Rishi Kapoor because theirs is the oldest family in the film industry. However, market research and survey showed that Bachchan is far ahead as far as popularity is concerned.

So they've not only inked a deal, worth at least Rs 10 crore, but also shot a commercial with Big B. Seems the campaign with the baap of all actor-endorsers will kick-start later this month or early next month. Hmmm..