With the telcos facing rough weather in the country in the backdrop of 2G spectrum allocation controversy, dwindling profits and latest move by the government to ban 3G roaming pacts, the leading telcos are now hankering after the celebrities to turn their fortunes around.

According to the leading business daily Economic Times, the telecom operator MTS has hired the Bollywood star Imran Khan to endorse MTS. The newspaper has quoted an official with direct knowledge of the development as saying that the film star in a Rs.10 crore deal will be MTS’ brand ambassador to promote is brands through mass media, on-line and below the line promotional activities.

With Shah Rukh Khan, Abhishek Bachchan, MS Dhoni , Irfan Khan and Anushka Sharma already endorsing Airtel, Idea. Aircel, Vodafone and Rcom  respectively, Amir Khan has joined the list of celebrities to endorse telecom companies.

This is for the first time that Sistema Shyam Teleservices has turned to a Bollywood star to promote its brand.