The global recession has been brutal for the Indian film industry, which runs on the Jerry Maguire philosophy of 'show me the money'.

Yet, where Bollywood stalwarts such as Salman Khan and Saif Ali Khan have conceded defeat and renegotiated their contracts with smaller paycheques, actor Ranbir Kapoor appears to be made of sterner stuff. The 27-year-old, whose Ajab Prem Ki Gazab Kahani releases in the UAE cinemas tomorrow, has reportedly hiked up his starry salary to Rs60 million (Dh4.67m) after the success of last month's Wake Up Sid.  

When Emirates Business quizzed him over the news, Kapoor neither confirmed nor denied the claim, rather saying that the recession has been shrewdly played up by filmmakers and the media.

He added: "Honestly, many producers are silently relieved with the downturn as they were being forced to pay ridiculous amounts to actors during the industry boom. In fact, more films are now being made since the budgets have been scaled back and the makers now have the liquid cash to pump into their projects."

For three-film old Kapoor, the future certainly looks promising considering the industry and the Indian media are already comparing his career graph to that of superstar Shah Rukh Khan's in his early years.

Last year, when the once powerful production house, Yash Raj Films (YRF), entered a bad financial phase with big- budget films such as Tashan, Aaja Nachle and Laga Chunari Main Daag bombing at the box office, it was Kapoor whose film they banked upon. And although Bachna Ae Haseeno was not the hit they hoped it would be, the film's success in India's urban multiplexes and overseas turned the tide for the flagging corporate. Since, Kapoor has been signed on for YRF's forthcoming, Rocket Singh, which is slated to release later this year. He is also reportedly in early talks with Aditya Chopra to star in his next directorial venture, along with the final chapter of the money churning Dhoom trilogy; both films were speculated to have Shah Rukh Khan in the lead at one point.

Ask the actor and he is non-committal, saying: "I am looking at a few scripts but it's too early to comment. What I can say is that for a newcomer, I've been lucky to work with the best of filmmakers since the start of my career. No one could have asked for a better debut than working with director Sanjay Leela Bhansali. Yash Raj Films followed and now I have Raj Kumar Santoshi's Ajab Prem..., which marks his return to comedy after the cult hit, Andaz Apna Apna."

Kapoor plays the unrequited lover Prem in the film who chases after Katrina Kaif's Jennfier on what the filmmakers describe as a madcap adventure. Early reports of Ajab Prem... look promising, and should this film strike gold at the box office, Kapoor's standing in the Bollywood rat race would certainly get a boost, propelling him into the big leagues – be it in films or brand endorsements.

Two years ago, the grandson of legendary filmmaker Raj Kapoor and son of actors Rishi and Neetu Kapoor entered Bollywood with a lot of promise. His debut film, Saawariya, failed to make a ripple in 2007, yet it did not deter giants such as Pepsico and Panasonic from snapping Kapoor up.

Atul Kasbekar, ace photographer and CEO of celebrity management company, Bling Entertainment Solutions, told this newspaper earlier that Kapoor's 75-year-old starry lineage was only part of the reason why filmmakers and brands were clambering over each other to sign up the actor.

"Ranbir's USP is his youth and his ability to reach the urban population of India. More than 50 per cent of the country is below 30 years and using someone like Ranbir to represent a brand targeting that very population is what you call effective marketing," he said. 

Kasbekar's company, which represents the actor, played an integral role in marrying Pepsi and the Panasonic Viera LCD television brand with young Kapoor. The question of company heads second-guessing their ambassador does not even arise considering the actor is one of the few celebrities who 'lives' the brand, even in his films – Wake Up Sid saw him only sipping on a Pepsi, while lounging in front of a Panasonic Viera flatscreen.

"If I sign on for a brand, it is important to me that it plays a role in my daily life," said Kapoor. "Both Pepsi and Panasonic fit that bill effectively."

The future looks promising for the young actor who is sandwiched between heavily promoting Ajab Prem... in the media, juggling shoots for his political thriller Rajneeti and dodging questions about his on again off again relationship with actress Deepika Padukone.

Ask him about his long-term goal and he is very sure where his career is going.

"I started my career as an assistant director on Sanjay Leela Bhansali's Black. I hope to one day work in my grandfather's production house, RK Studios, and make my own films."

Keep up with the latest business news from the region with the Emirates Business 24|7 daily newsletter. To subscribe to the newsletter, please click here.