The largest of the Coca Cola India drinks has left Bollywood
superstar Salman Khan as the brand ambassador for Thums Up after four years of
partnership and the company is in talks with young star Ranveer Singh to
replace it.
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The contract with Khan had expired last month and the
company decided not to renew it, industry sources said. When contacted, Coca
Cola India declined to comment. The company's decision not to renew the contract
with the 50-year-old actor has to do more with the image of Coca-Cola, which is
seen as a young brand, a source said.
"That explains why Coca-Cola is talking to a much
younger star like Ranveer Singh," the source added.
The decision comes just 20 days after the Bollywood
superstar courted controversy by supporting Pakistani artists in the debate
over whether they should be allowed to work in Indian films after Uri's attack.
However, it is not clear whether the Coca-Cola India decision was influenced by
this controversy.
Khan has been a major celebrity sponsor, reportedly charging
Rs 5 crore per year per brand.
Coca Cola India had chained Khan as its brand ambassador for
the second time to back its Thums Up brand in October 2012, replacing another
Bollywood star, Akshay Kumar. He had previously endorsed the mark in early
2000s.
At that time, Coca Cola India had also signed an agreement
with Ser Humano, the Salman Khan Foundation, to jointly promote, design and
execute charitable and social activities.
(With PTI inputs)
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