Hrithik and controversy have become inseparable twins. He attracts controversy like honey attracts flies. He is in the eye of the storm regarding the nature of his contract with Today's Writing Products (TWP). TWP claimed that Hrithik Roshan is going to do a multi-media advertising campaign to promote its pens.

However, the jack in the box, Rakesh Roshan denied the same saying that TWP is misleading the industry. He further said that Hrithik would not endorse `Today's Pens' in any media. He is also not scheduled to appear in any print or television campaign to promote the product. The news is false. Hrithik is only merchandising the product with the company.

Rakesh Roshan further added that the deal entered into with Today's Writing Products involves only the imprinting of Hrithik Roshan's signature on the packaging. He pooh-poohed the TWP claim that Hrithik will feature in add of the company's various products.

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."

It is surprising that while the company's claims were splashed across the media, Rakesh Roshan remained in the dark of the entire TWP strategy.

Inside but unconfirmed sources say that Rakesh has gone into the denial mode to demand more money. It seems that Hrithik's success has gone to his head. Probably to keep up the pressure on TWP to shell out more money Rakesh Roshan said that he would meet the company officials to clear the 'misunderstanding'.

TWP officials remained unavailable for comment.