The show is presented and sponsored by Airtel and co-sponsored by Aqua guard. Other associate sponsors include Coca-Cola, Johnson & Johnson, Skoda Auto, Axis Bank, Berger Paints and Dixcy Scott. The title sponsorship has been signed at around 16 crore (US$3.19 million) – 20 crore (US$3.99 million), while associate sponsors have paid 6 crore (US$1.2 million) – 7 crore (US$1.4 million). STAR India is reported to give exclusivity to its sponsors by not selling any advertising spots to any of its sponsors competitor's brand.[3] Aamir Khan has also asked various brand managers not to buy any advertising slots or screen any of his advertisements during the show, fearing the dilution of the show's impact.[15] The channel is reportedly being paid a sum of 10 lakh (US$20,000) for a 10 seconds advertising slot and had only 30 seconds of ad inventory left after the first episode went on air on 6 May 2012
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