Aishwarya Rai
Aishwarya Rai in new diamond ad (Facebook/Kalyan jewellers)

Aishwarya Rai Bachchan is the new face of Kalyan Jewellers, replacing arch rival Sushmita Sen who has been long endorsing the jewellery brand.

The former Miss World, who became the brand ambassador of the jewellery group, is said to have bagged a ₹100 million endorsement deal for two years.

The rivalry between the former two beauty queens goes way back to their glory days in the 90s, when Sushmita and Aishwarya went on to win top titles in their respective beauty pageants of Miss Universe and Miss World. But when it comes to endorsing a well-known brand, Aishwarya has often been the first choice than former Miss Universe Sushmita.

When Sushmita's endorsement deal ended with the jewellery group, Aishwarya was approached as the best replacement.

Since then Sushmita has vanished from the limelight. Apart from the jewellery ads the actress was last seen in 2010 film "No Problem". She is currently busy with beauty pageant "I Am She", which began in 2010.

It seems that Sushmita's exit has helped Aishwarya in her comeback. For Aishwarya, this is her first project after giving birth to daughter Aaradhya in November.

The actress who was criticized for her weight gain stunned the world with her latest advertisement for the South-Indian jewellery company. The print advertisement featured a drastically slimmed down Aishwarya, who donned Indian Lehenga bridal attire with traditional jewellery.