So what if brands think Aishwarya Rai is too old to be a youth icon?  With more companies looking for newer models with a greater reach to sell their product, it’s offers pouring in for young, haute actresses in the country today. And cashing in on that are many petite damsels, from Genelia to Bebo and the newest kid on the block in Bollywood, Asin. The Ghajini actress has, most recently, signed up a deal to endorse Big Bazaar, along with cricket star MS. Dhoni.

Brand wars could well be the newest thing among heroines today, as the female leads have been vying with each other to clinch international brand contracts. If Ash turned down Loreal’s fairness cream, Sonam Kapoor got it. And Asin has now become brand ambassador for Fairever Fruit. Genelia, it may be recalled, endorsed Fair and Lovely in the early days of her career.

Among soft drinks, if Genelia and Trisha are the pretty faces on Fanta ads, Asin has continued her support for Miranda with another series of wacky ads. Katrina Kaif has been flaunting jewellery from Nakshatra as its ambassador, while Asin remains Tanishq’s most trusted model. Vatika has zeroed in on Genelia as its ambassador while Asin until recently was Parachute’s model.

Mobile service providers, who have also entered advertising their services in a big way, today, boast of two big names to endorse them. Bebo along with boyfriend Saif for Airtel and Asin, again, for Tata Indicom.