Besides films, a major source of income for our Bollywood stars is from brand endorsements. While many forget that with stardom comes a lot of social responsibilities attached. Having so many fans and followers around, it’s but natural that our celebs become role models for them which increase the burden of responsibility on their shoulders. Depsite receiving big brand endorsement deals daily it requires a lot of courage to turn them down on moral grounds. Let's take a look at a few Bollywood celebs who chose morals over lucrative endorsements.