Given the latest development, it seems like Salman Khan’s toofani ad with Thums Up will be his last with the aerated drink.
According to a report by Mumbai Mirror, Coca Cola India has dropped Khan as the brand ambassador of Thums Up and roped in a fresher face, Ranveer Singh, as the replacement. Khan recorded the voice over of his last commercial with the company four months ago after which his contract was not renewed.
The Indian Express reported last month that the reason for replacing Khan was because he chose to continue hosting Big Boss 10, which had a competitor of Coca Cola as one of its sponsors.
“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,” said Coca Cola India in a joint statement with Khan.
However, the report by Mumbai Mirror suggests that the company was looking for a young face to endorse the brand, in tune with its mood and the target consumer group. Singh, with his consecutive hits and the everlasting livewire presence on social media, makes for an ideal youth icon.
The same report claims that Singh charges one-third of Khan's fees which works well in the company’s favour. With 14 brands in his kitty, Singh’s current annual ad portfolio stands at a whopping Rs 50 crore. He endorses youth-oriented products like noodles, condoms, deodorants, inner wear, phones, shaving cream and sportswear.
The icing on the cake is that he takes personal interest in the scripting of his commercials. His experience as a junior copywriter before entering the film industry helps him to contribute to the script creatively.
As long as Singh takes that extra mile in promoting the umpteen number of brands he endorses, the producers will certainly not mind replacing a certain Khan who had been associated with Thums Up for a long spell of 14 years.