Vidya Balan has emerged as one of the most bankable faces as far as brand endorsements are concerned, thanks to her 'desi' style with an international appeal. After having lent her face to many FMCG brands like Good Knight, Toshiba, Vidya has now been chosen as the face of Big Bazaar's Price Challenge, according to a source.

The source also went onto add that the aim of this 'Price Challenge' exercise was to bring out the authenticity of the campaign endorsed by Vidya, the name that personifies the brand's proposition - value and quality. This new campaign is expected to be launched soon.