MUMBAI: Actress Deepika Padukone has been appointed by Bharat Sanchar Nigam Ltd (BSNL) as its new brand ambassador. She replaces Preity Zinta, who was until now endorsing the brand.

Padukone has been signed on for a one year term. In an earlier conversation with Businessofcinema.com, Atul Kasbekar, whose celebrity management company – Bling! handles Padukone’s endorsements, said, "Deepika is slated to endorse a big brand in the service sector. However, it is for the brand to make the official announcement. It can be touted as one of the biggest endorsements deals until now."

According to a PTI reports, BSNL is slated to pump in Rs 1 billion (Rs 100 crores) in advertising and marketing.

Padukone, who has just had her second film release – Bachna Ae Haseeno, also endorses brands like Fiama Di Wills, Pepsi, Parachute, Tissot, Kingfisher, Maybelline and Levis.