Salman Khan's relationship with Thums Up ends

The company is reportedly in talks with Ranveer Singh, a much younger and junior film actor to replace the Dabangg star

BestMediaInfo Bureau | Mumbai | October 20, 2016

(File picture) Salman Khan with Atul Singh, Chairman, Asia Pacific Group, The Coca-Cola Company in October 2012

Coca-Cola has decided not to renew the partnership with Salman Khan who was signed as Brand Ambassador for its leading aerated drinks brand Thums Up. The four year contract between the two entities ended last month.

The company is reportedly in talks with Ranveer Singh, a much younger and junior film actor to replace the Dabangg star.

The company and the outgoing brand ambassador in a press statement clarified, “There have been some media reports that discusses the contractual agreements between brand Thums Up and Salman Khan. In light of the media interest and numerous inquiries that both parties have received, we find it prudent to clarify that Salman Khan was committed to an existing relationship with a daily TV show, which this year happens to be sponsored by a brand that competes with the Coca-Cola India product portfolio. In light of this, both parties have mutually decided not to renew their current contract.”

Khan is hosting Bigg Boss which is sponsored by Parle Agro's Appy Fizz as the presenting sponsor in its current season. This is the second time when Khan has been dropped as the brand ambassador of the brand. He was earlier associated with the brand till 2003 when Akshay Kumar had replaced him as brand ambassador for Thums Up.

Khan was reportedly signed for about Rs 18 crore for a period of two years in 2012. Then on, his association was extended for two more years.

The company has however suggested that no further information can be shared with the media at the moment, which means that the replacement for Bollywood's Bhai is not to be discussed.

However, Salman Khan, who will turn 51 in December this year, might have been looking a little older for the brand which stands for youth and energy. The word 'toofani' which has been associated with Thums Up might suit a younger star better.

Ranveer Singh, 31 this year, has had a mischievous yet serious image and he has had his share of successful films till now. The actor was known for his films Ladies vs Rickey Behl, his debut Band Baaja Baarat and his latest superhit Bajirao Mastani. He was lauded for his excellent acting skills which he showcased in Bajirao Mastani, a period drama.

Recently, PepsiCo too ended its over a decade long relationship with Indian cricket team captain MS Dhoni. Possibly, the brands are looking for younger, more suitable faces and personalities.

Salman Khan has had his share of blockbusters like Dabangg, Bodyguard, Bajrangi Bhaijaan and the latest Sultaan in the recent times, however, his list of controversies too, is long. The recent one was when he stood in support of Pakistani artists saying 'they are not terrorists' after the Uri attack on Indian soldiers.

In the past, he has attracted negative media attention for the poaching of Black Buck case in Rajasthan and the drunk and drive case which killed homeless man sleeping on the footpath.

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