Last year, beverage giant Coca Cola signed Salman Khan to endorse Thums Up after the firm dropped Akshay Kumar, ending almost a decade-old association with the actor. In the latest move, Salman has been replaced by Hrithik Roshan as Mountain Dew’s new celebrity face after the firm ended its deal with the Dabangg (2010) star.

According to PepsiCo India (the makers of Mountain Dew), Hrithik “truly reflects the daring, bold and fearless persona of the brand and its consumers.” Interestingly, this is the latest deal to be bagged by Hrithik, who endorses around a dozen other brands including Hero, Acer, iBall and Liberty, among others.

We’ve also heard that recently, the actor rejected a big offer from a prominent mobile company to endorse it because he wasn’t very pleased with the marketing ideas. Apparently, he turned down an offer of R15 crore because according to him, the brand was trying to hard-sell the product. “Hrithik doesn’t use a phone made by that company, so he though it wouldn’t be right for him to endorse it,” adds the insider.

Last December, he also lapped up a big endorsement deal with the Swiss watch brand, Rado. On the Bollywood front, Hrithik is busy wrapping up father Rakesh Roshan’s Krrish 3, followed by Siddharth Anand’s remake of Hollywood hit, Knight And Day. Despite repeated attempts, Hrithik couldn’t be reached for a comment.