Months after a leading Bollywood heroine laid claim to the numero uno crown, it's now officially emerged that it's actor Kareena Kapoor who has most number of brands riding on her, according to the latest tabulation by TAM (television audience measurement). When contacted, Kareena surprisingly is quite casual about it.

"I endorse what I believe in. There's a lot of thought and deliberation that goes into all my work. I'm a spontaneous actor but my work decisions are based on serious thought. It has to be aspirational, Gen-X, go-getter…brands that signify the right mix of style and substance," she says.

But what about the numero uno claims of another heroine, whose publicity machinery went into overdrive about her commanding the highest fees as a brand ambassador? Bebo ducks this bouncer like Sourav Ganguly.

"I can't comment on my contemporaries and what they charge. Each to her own. All I can say is that I get paid what I deserve. I am endorsing international brands. They even named a size zero laptop after me. I endorse brands that have deep rooted Indian values. So, I would say I do a right mix of tradition and contemporary. Just like the youth in India today. Upwardly mobile in their attitude but firmly rooted and have the right value systems in place," explains Kareena.

Considering some of her contemporaries are still reeling under the after-effects of the IT sleuths, we ask the actor on the fees she charges as a brand ambassador, which also makes her the highest paid Bollywood heroine.

"I don't put a value to my worth. I'm not a product you can pick off the shelf. I have always been selective about what I endorse and the work I do. And I have always been exclusive," the actor concludes.