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If Amitabh Bachchan knew how disgraced Mehul Choksi would be, and if people knew of his massive PNB bank fraud, we are certain he would not have lent his good name to this brand endorsement, and received the 'Forever Indian' award from them. But then the lure of brand endorsements and awards link is a strong one for Bollywood, is it not? Even his presence at the function of such a person is an endorsement in and of itself, is it now? Amitabh Bachchan is gifted a plaque. How many he must have received by now... Where does he even store them all, one wonders!? The Bollywood-brand nexus is a strong one, clearly. Much money and many a plaque must change hands! "When you hold a diamond, you hold eternity! The forever-ness quality of a select group of individuals. We are launching the Forever In
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