Deepika Padukone is no longer the face of cosmetics giant Maybelline after becoming too pricey for them.
Maybelline have replaced the Bollywood star with Diana Penty.
It seems that the recession has hit the modelling industry too as companies are not willing to pay as much for celebrities endorsement fees.
Deepika wanted her market price at a time when advertising agencies are going for models rather than celebrities as they charge less.
A source from Atul Kasbekar's Bling, who handles Deepika's endorsements said: "Deepika had a two year contract with Maybelline. The contract expired in January 2008 and wasn't renewed, as the amount offered was not commensurate with Deepika's growing brand status."
Deepika's contract could also not be renewed when she made the transition from model to actress as Maybelline only uses models as their ambassadors.