Agencies 

Aug 13: Bollywood mega superstar Amitabh Bachchan not only ruled the box office in the first half of 2007 but also emerged as the top celebrity with the most endorsements for social causes on television.

According to a study conducted by media research group AdEx, out of 22 celebrities who were a part of social advertisements on television during January-June 2007, Bachchan had the maximum number of endorsements.

Be it Pulse Polio or Asian Conservation Awareness, Big B was seen in the television promoting a cause. He accounted for 65 per cent of the advertisements, followed by bubbly Juhi Chawla at 18 per cent and John Abraham at four per cent.

The Cheeni Kum star was brand ambassador for Pulse Polio, Asian Conservation Awareness and Heroes Project. The star is also brand ambassador of many corporates, including Cadbury's, Emami, Parker and Dabur.

Strikingly, Shah Rukh Khan and cricketer Sachin Tendulkar, who endorse many brands, did not have much to boast about as far as social causes were concerned.

According to the Adex study, the first half of the year saw a rise of 10 per cent in advertising volumes of social advertising compared to the same period last year.

Government organisations continued to garner larger share of advertisement on social causes with 83 per cent, followed by NGOs at 17 per cent.