The new service tax regime that kicked in on July 1 has cast the net much wider - from including sportspersons earning match fees and prize money exceeding Rs 10 lakh to filmstars who make big bucks from promotional ads and events. 

So, B-town's money-spinners such as Shah Rukh Khan who is the brand ambassador for Tag Heuer, Pepsi's new face Ranbir Kapoor, Garnier girl Priyanka Chopra and Katrina Kaif who appears in the hot Slice ad will now have to shell out the dough for their sideshows as well.