A source close to VO says, "Vivek is very clear that he does not wish to be associated with any alcohol or smoking brand. He does not want to promote vices that will damage the health of his young fans. A beer company recently asked him to be their brand ambassador as they felt he connects to the youth in a big way. He immediately said no."
But the brand in question refused to take no for an answer. The source says, "The company came back and doubled the money to over Rs.6 crore but the actor just wasn't interested. VO would never spoil his image and is very careful about the brands he endorses. Also, he's a big fan of Sachin Tendulkar and was inspired by his example."
Boxer Vijender Singh, cricketer Irfan Pathan and actors Celina Jaitley, Soha Ali Khan and Irrfan Khan: alcohol, cigarettes or gutka
Kareena Kapoor: non-vegetarian products
Bipasha Basu and John Abraham: an aphrodisiac
Bipasha: condom ad
Akshay Kumar, Jackie Shroff and Kay Kay Menon: cigarettes
Shilpa Shetty, Saif Ali Khan, Yuvraj Singh, Harbhajan Singh, Mahendra Singh Dhoni, Shahrukh Khan, Abhay Deol: liquor/alcohol brands
Govinda, Zayed Khan, and Fardeen Khan: gutka/paan masala