With consistent hits, South Indian movie stars are overtaking Bollywood stars in brand endorsement deals. Allu Arjun, Mahesh Babu, Rashmika Mandanna, Samantha Prabhu, Prabhas and Vijay Deverakonda are among the actors charging the highest fees for brand deals, some of them even more than top Bollywood names like Ranveer Singh, according to a report by the Economic Times (ET).

Allu Arjun will reportedly be signed by Coca-Cola soon. “Given its increasing popularity across India, we are considering expanding support for Allu even to Hindi-speaking markets,” Arnab Roy, vice president and head of marketing at Coca-Cola, India and Southwest Asia, was quoted as saying by ET.

Arjun supports redBus, KFC, Zomato and Astral. He charges Rs 7.5 crore per stamp imprint. Ranveer Singh, on the other hand, charges Rs 3-3.5 crore per stamp imprint.

Also read: Bollywood broken? Amid the streaming boom, the film moguls’ spell over India is fading

Arjun’s Pushpa co-star Rashmika Mandanna endorses Kingfisher Beer, boAt, Cashify and McDonald’s. Mandanna and Arjun’s Pushpa grossed over Rs 365 crore worldwide.

Samantha Prabhu is the face of Kurkure, Myntra, Mamaearth and Nestle Munch chocolate endorsements. Her pan-Indian appeal boomed after her role in the Amazon Prime series Family Man 2.

Ram Charan was signed by Frooti alongside Alia Bhatt following the success of RRR. Mahesh Babu, who supports Royal Stag, TVS Motor and Mountain Dew, is reportedly charging Rs 1 crore per support.

In recent months, several Bollywood films such as Laal Singh Chaddha, Raksha Bandha, Samshera and Jayeshbhai Jordaar have performed poorly at the box office. South Indian films such as Pushpa, RRR, KGF: Kapitel 2 and Vikram, on the other hand, filled the house for days.

“What used to be massive regional appeal is now massive mainstream appeal,” Sandeep Goyal, executive director of Rediffusion, told ET.