Recently, the star turned down alcohol and tobacco brands even though the companies were willing to pay whatever he wanted.
Says a friend of Ranbir, "RK has turned down lucrative proposals from several brands. He is also known to have a strict policy against endorsing alcohol and tobacco on screen. He takes time when associating with a brand. He was approached for a fairness skincare range currently being endorsed by his contemporary. He said no as he doesn't believe in emulating a culture that promotes fairness. He also has gone on record to clarify that he would never endorse smoking or drinking on screen."