Sushant Singh Rajput was recently approached by a popular fairness cream brand for an endorsement deal.

Despite offering him a whopping amount for the endorsement, Sushant turned it down, as he doesn't believe in it.

A source says, "Sushant recently turned down a highly lucrative offer when a famous fairness cream brand approached him to be the brand ambassador but he doesn't believe in endorsing such products."

"As a public figure, one has to be more responsible in promoting the products, as there are several people who look up to them and admire them. So the right messaging needs to go out," the source adds.

The actor will soon be seen in 'Kedarnath' and 'Chanda Mama Door Ke' in 2018.