Mumbai – In a stunning new development, Bollywood actor Amitabh Bachan has turned down a lucrative endorsement deal with Pootrap, a dog poop-collecting device that attaches to a dog’s anus, shocking the industry and his fans.

Bollywood insiders were shocked at the move, as it breaks from the known industry standard of accepting any endorsement deal regardless of how crap or humiliating the product is. Shahrukh Khan was one of many Bollywood stars perplexed by the announcement, citing he “never thinks twice” about the products he endorses noting it would be impossible to “look at myself in the mirror every day after being the brand manager for a product as vile as a skin whitening cream, for example.”

Pootrap executives were disappointed in the actor’s decision, but promised to continue their search for a star to sell the “Pootrap brand in India.” The multinational views India as a huge potential market for both its dog and human devices, citing “shit lying everywhere” as a common problem which its product looks to address.

The company admitted it initially sought out Hrithik Roshan to sell the brand because of his huge celebrity and the strong correlation “between his movies and dog feces”, but the deal fell through once they informed him there would be no dancing and he would have to keep his shirt on during the campaign. While some of the biggest stars have chosen to stay away from the brand early reports are that Saif Ali Khan might be interested in the role and is actively looking to get a deal done.