Coca Cola India has dropped superstar Salman Khan as it brand ambassador after four years of association, for its soft drink ‘Thums Up’. The contract with Khan had expired last month and the company has chosen not to renew it due to actor’s association with reality show, Bigg Boss.
Joint statement released by Salman Khan and Coca Cola India on Wednesday night clarified that Khan was committed to an existing relationship with the TV show, which for this season is sponsored by Appy Fizz, a competition to Coca-Cola’s product portfolio. “In light of this, both parties have mutually decided not to renew the current contract,” said the statement.
Salman Khan-anchored Bigg Boss, a reality show based on Big Brother developed by Netherlands-based Endemol has signed up Parle Agro’s carbonated apple juice brand Appy Fizz as the show’s main sponsor, ending its two-year association with online retailer Snapdeal.
Parle Agro will pay Colors between Rs 35crore and Rs 45 crore for the season, as per media buyers.
According to industry sources, the cola giant is in talks with Ranveer Singh to replace Salman. However, the company refused to divulge any details.
Coca Cola India had roped in Khan as its brand ambassador for the second time to endorse its Thums Up brand in October 2012 replacing another Bollywood star Akshay Kumar. He had earlier endorsed the brand in early 2000s.
Coca-Cola India had also signed an agreement with Being Human -- The Salman Khan Foundation -- to jointly promote, conceive and execute charitable and social activities.