American fashion brand Guess has signed Indian actress Priyanka Chopra as its global brand ambassador for next year. "Chopra's confidence, strength and sensuality reflect the qualities I always look for in a model and she reminds me of the young Sophia Loren," Paul Marciano, CEO, creative director and co-founder of Guess, told ET. "With the Indian movie industry exploding on a global stage, and Guess having a brand presence in 87 countries, we could not have found a better global brand ambassador," he said, speaking from New York.

Bryan Adams, Canadian rock star and photographer, has shot Chopra's first campaign for Guess in a signature black and white collection that is expected to be released next month. Chopra says the deal gives her an opportunity to connect with a wider, global audience. "In a way, it signifies that the world is becoming more and more borderless, allowing talent and creativity to explore its fullest potential," she told ET minutes before boarding her flight to New York for the announcement of the deal.

A couple of people familiar with the world of celebrity management said Chopra's one-year contract with Guess is worth Rs 5-10 crore. Vinita Bangard, MD at Krossover Entertainment, which has been managing Chopra's endorsements for the last eight years, said: "This global deal will definitely see her price (for domestic endorsement) going upwards."

Chopra's current price tag is estimated in the range of Rs 1.25-1.50 crore a day. Industry insiders expect it to increase 10%-20%. Currently, she endorses eight brands.

The only other Indian actors who have been signed as global brand ambassadors are Shahrukh Khan for Tag Heuer and Aishwarya Rai Bachchan for L'Oreal. Shahrukh Khan has been with Tag for the last 12 years and the value of his deal is said to be in the range of Rs 20 crore, which is paid through a combination of barter and money.