Deepika Padukone has emerged as Bollywood's dark horse in the ad world during 2009, doubling her take-home compared to what she was worth in 2007-2008.'

According to media analysts and brand equity watchers, Deepika is much sought after in both premium and mass brands, right from high-end watches, airlines, clotheslines and even chewing gum.

According to industry estimates, from a time when she was charging around Rs 60 lakh for an endorsement.

Deepika now demands almost Rs 1.5 crore per ad, hot on the heels of Kareena Kapoor and Katrina Kaif (both around Rs2 crore an ad) and Priyanka Chopra (Rs1.5--2 crore).

Veteran market analyst Harish Bijoor says it comes as "no surprise" that Deepika's equity has doubled.