In what is the latest sign that Aishwarya Rai Bachchan may be past her so-called "sell-by date", the Indian media has gone to town speculating that the actress has been replaced by It Girl Freida Pinto in a series of lucrative endorsements for cosmetics giant L'Oréal.
The reports follow similar articles last year that Rai Bachchan was being replaced by actress Sonam Kapoor.
The former Miss World has been associated with the cosmetics firm since 2000, but following her absence from a New Year commercial recently, speculation has mounted that the "Slumdog Millionaire" actress, being much younger than Rai Bachchan, has replaced her as the brand ambassador.
When contacted, L’Oreal insisted that the "Endhiran" actress continues to be the company’s spokesperson and there is no truth in the news. It said that both the actresses are their spokes models along with Sonam Kapoor.
L’Oréal Paris said Rai Bachchan is the incarnation of Indian beauty and praised her supreme talent and exotic beauty. It also said that the actress is one of the most iconic actresses of her time and will always remain an integral part of the cosmetic company.
How long that is the case remains to be seen.