When contacted by The Financial Express, a bemused Roshan commented: "Hrithik will not endorse `Today's Pens' in any media. He will not appear in any print or television campaign to promote the product. The news is false. We are only merchandising the product with the company. That's all."Today's Writing Products sent out press handouts announcing its plans to feature Hrithik Roshan in its multi-media advertising campaigns. The release stated: "The brand campaign featuring Hrithik will lay special emphasis on promoting literacy throughout the country. Hrithik's popularity amongst youngsters is the key factor behind the deal."

According to Roshan, however, the deal entered into with Today's Writing Products involves only the imprinting of Hrithik Roshan's signature on the packaging. He clarified that Hrithik will not feature in any advertisement of the company's product.

What is intriguing is that while the company's claims were splashed across the media, Roshan was blissfully unaware of the entire gameplan.

As for the line of action which Roshan plans to take: "We have no plans to take any legal action against the company. To capitalise on the popularity of Hrithik the company may have announced the multi-media campaign. We will meet the company to clear the misunderstanding," said Roshan. Repeated attempts to contact Today's Writing Products on the issue proved to be futile.