Hyderabad: It was not only with his latest blockbuster 'Baahubali 2: The Conclusion' hero Prabhas has created and broken all records in Indian cinema but the actor has also set a new record of sorts, of course in his personal capacity, by rejecting a brand endorsement worth a whopping Rs18 crore.

After the success of Baahubali: The Beginning and its sequel, several brands are trying to rope in Prabhas for endorsements, but the actor is yet to give his nod to any of them.

With the unprecedented success of the Baahubali sequel, Prabhas has become the next big thing—not just in films, but for brands too. Ever since his latest release, Baahubali 2: The Conclusion became a sensation and broke all box-office records, brands are going crazy trying to rope in Prabhas for commercial endorsements. And according to sources, these brands are ready to shell out big bucks to get Prabhas to say yes. Clearly, the Baahubali effect is working wonders for the 37-year-old actor.

From apparel, shoes to fitness and FMCG products, brand makers across segments are keen on making him the face of their products. However, Prabhas doesn’t seem to be in mood to sign any of them, and he has reportedly declined a huge endorsement worth crores.

"Yes, Prabhas has been approached by several brands. Although he hasn’t agreed to any of them as of now, he has declined a whopping Rs18 crore worth of brand endorsement," the actor’s spokesperson said.

This is not the first time that Prabhas is being followed by popular brands. After the release of Baahubali: The Beginning in 2015, the actor was flooded with similar offers. In fact, director SS Rajamouli had revealed in an interview that Prabhas, during the shoot of Bahubali 2, let go of an endorsement worth Rs10 crore, as he wanted to concentrate on the film.

So far, Prabhas has given his nod only to a leading vehicle brand.

Currently, Prabhas is in the US for a month-long holiday. A source close to the actor informs that once the actor is back, he may or may not take up some of the endorsements that are coming his way. "But, he certainly wants to concentrate on his upcoming trilingual film, Saaho, shooting for which begins in July. He is also getting a few Bollywood offers from top directors and production houses and he’s reading the scripts," sources said.