It was Mansoor Ali Khan Pataudi and Sharmila Tagore who triggered the trend towards sponsored togetherness.

For a while thereafter the trend petered away, with celebrity couples choosing to shy away from public endorsements, except when Amitabh and Jaya Bachchan came forward to do a television campaign for eye donation.

Now showbiz's most well known couples are ready to lose their inhibitions about being seen together. First it was Ajay Devgan and Kajol who have done a rather loud and comic ad together.

Now Bipasha Basu and John Abraham have done the same. They are seen together on TV game show "Kaun Banega Crorepati" and in an ad for an anti-dandruff shampoo, which they shot together in Alibagh.

Incidentally Madhavan has also shot for the Tamil version of the same ad, though not with his wife Sarita.

"Arrey, no yaar," Maddy smiles shyly. "Her hands are full with our baby Vedant. My version of the ad features me with Tamil actress Sadaa who's co-starred with me in my new film 'Priya Sakhi'. I'd never do a film or an ad with my wife. It's too close to home. And I won't be comfortable with it. I don't know how other real life couples face the camera together. I admire their professionalism. I can't."

If you see Maddy being comfortable with all his leading ladies from Diya Mirza in "Rehna Hai Terre Dil Mein" to Shamita Bangargi in "Ramji Londonwale", it's because "we're strictly professional in our dealings. Once you cross that line between personal and professional you lose your focus."

Celebrity couples seem more than happy to endorse products as long as the ad doesn't compromise their image and integrity - and as long as they are paid handsomely.