Soft drinks giant Coca – Cola has decided to remove Bollywood actor Salman Khan as the brand ambassador of its brand, ‘Thums Up’. As per insiders, the company has been in talks with current Hindi movies heartthrob Ranveer Singh to replace the Bollywood actor. Coca – Cola is believed to have publically adopted the stance that due to Khan’s association with the TV show Bigg Boss, which is being sponsored with a competitor brand in the current season, it won’t be continuing its association with Salman Khan.
A joint statement mentions Coca – Cola India stating, “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 the current contract,” the joint statement by Khan and the company mentioned.
In the current season, Appy Fizz, a carbonated apple juice brand of Parel Agro has become the main sponsor of the TV show, Bigg Boss. As per media sources, the deal has been agreed upon for an amount between Rupees 35 crore and Rupees 45 crore for the season, to be paid by Parle Agro to Colors.
However, some of the industry insiders believe that there is more to it than meets the eye. The belief is that Coca- Cola has positioned itself as a young brand and, in keeping with that image, had been on the look out for a much younger star. It is believed that the company wanted to replace the aeging movie actor and the talks with Ranveer Singh for the position of its brand ambassador can be seen in the same light.
Coca-Cola has had a long association with Salman Khan for its soft drink brand, Thums Up. Earlier, Bollywood superstar Akshay Kumar had been endorsing the brand.