It was Mansoor Ali Khan Pataudi and Sharmila Tagore who triggered the trend towards sponsored togetherness.

For a while thereafter the trend petered away, with celebrity couples choosing to shy away from public endorsements, except when Amitabh and Jaya Bachchan came forward to do a television campaign for eye donation.

Now showbiz’s most well known couples are ready to lose their inhibitions about being seen together. First it was Ajay Devgan and Kajol who have done a rather loud and comic ad together.

Now Bipasha Basu and John Abraham have done the same. They are seen together on TV game show “Kaun Banega Crorepati” and in an ad for an anti-dandruff shampoo, which they shot together in Alibagh.

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