Salman Khan who has reached the level of a veteran, with a number of money spinner movies to his credit, is demanding 20 crores for a new venture. This is not for a full length movie but for a short ad film. Right now he appears in 7 prominent ad films. It is one Rajastan based Cement Company which has approached him for this ad movie. He has not reacted favourably to the 10 crores offered by the company. But the company has still not withdrawn from the project, says the secretary of Sallman Khan.