Mumbai, Nov. 19 :    Mumbai, Nov. 19:  For any star worth his salt, the money is in the ads now. Aamir Khan, Hrithik Roshan and Shah Rukh Khan get between Rs 4 crore to Rs 6 crore for being brand ambassadors for a product. Amitabh Bachchan, for being Amitabh Bachchan, is said to get a little more. Last year, post-KBC, he reportedly signed the ICICI contract for Rs 10 crore. An ad filmmaker, however, said Hrithik is the highest paid actor for commercials now. Payments from ads are much higher than the price the actors command per film. They get between Rs 1 crore and Rs 2.5 crore for acting in a movie, industry sources said. 'No actor gets more than Rs 3 crore for a film,' says Taran Adarsh, trade analyst. 'When the stars sign on for the ads, they keep in mind the fact that the sum should work out to more than their market price for films. For a one-time ad, they may get a huge sum. But for a contract, like Aamir's with Coke, they get a lump sum over a period, which is usually three years,' an industry source said. 'It always means more money per ad than per film. If a star is getting Rs 5 crore for a contract, it means he has to do a few commercials and appear on a few occasions as brand ambassador. It takes up only a few days on the calendar. But a film takes so much longer. 'And an actor can have a number of ad campaigns running at the same time. According to the contract, he only has to avoid taking up a rival brand,' he added. 'As a general rule, actors get much more out of ads than out of films now,' says Vivek Kamath, an ad filmmaker who worked with Hrithik for the Home Trade commercial. Shah Rukh, who has one of the largest kitties of ads, has often said how much he banks on endorsements for money. Hrithik's father Rakesh Roshan has also said that his beta makes much more money out of ads than from movies. No wonder the list of stars as brand ambassadors is ever increasing. There's Big B with Pepsi, ICICI, Parker Pen; Hrithik with Coke, Tamarind, Hero Honda; Aamir Khan with Coke and Shah Rukh with Santro, Pepsi, Clinic and now Videocon Internet TV. Aishwarya Rai endorses De Beers and Coke. Ad filmmaker Prahlad Kakar, who shot the Pepsi ads with Shah Rukh and Sachin Tendulkar, said ads were more lucrative as they meant instant money. But if it works out for stars, it works out for the brands also, for the ads remain in circulation for a long time. The high-end ads, however, are only reserved for stars whose demand is highest in Bollywood. The rates for commercials also reflect another pecking order of Bollywood - women are paid much less than men. Aishwarya and Preity Zinta are said to get around Rs 1 crore for their contracts. Aishwarya got less than Rs 2 crore for the Coke ad, an industry source said.