You are here: Home » Companies » News

Coke gives Salman Khan the thum(b)s down

Actor and company parted ways following rival sponsorship of Salman-anchored Big Boss 10

For the second time, India has dropped actor as the brand ambassador of Thums Up. But the company clarified this had nothing to do with the actor’s controversial remarks backing Pakistani actors.

In a statement, India and Salman said, “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 India product portfolio. In light of this, both parties have mutually decided not to renew the current contract.”

The show concerned is Big Boss 10, whose main sponsor is Parle Agro's Appy Fizz, which replaced Snapdeal as the main sponsor of the Colors-aired TV show this year.

The beverage maker is reportedly in talks with actor Ranveer Singh, considered a younger and safer bet than Salman, multiple sources have told Business Standard. India did not indicate anything about future endorsement plans of Thums Up.

Salman, who was earlier brand ambassador of between 2001 and 2003, was subsequently dropped following his involvement in a hit-and-run case in Mumbai and the blackbuck shooting issue. He returned as brand ambassador in 2012, following a string of successes at the box office.

India had also during Salman’s second stint as brand ambassador signed an agreement with Being Human—The Foundation to jointly promote and execute charitable and social activities. All of this will cease to exist now.

It is not uncommon for beverage to drop aging or controversial personalities. India, for instance, had dropped cricketer Sachin Tendulkar in 2009 as part of its move to phase out aging brand ambassadors. Similarly, India had brought Tendulkar on board in 2011 only as a social ambassador for three years. He was replaced by last year.

Brand experts said a category like colas typically demands the use of younger stars, though Salman was an exception to the rule. “has a macho appeal, which Salman could carry well,” said K V Sridhar, chief creative officer of SapientNitro, who had worked on the brand.

Ranked the number one cola in India, ahead of Pepsi and Coke, has a unique flavour, said Sridhar, which has continued to have an appeal despite stiff competition in the category. India, incidentally, is the only market where has two cola brands and where the leader is not Coke.

Ranveer is expected to bring his own brand of machismo once he comes on board as brand ambassador, experts said.

image
Business Standard
177 22
Business Standard

Coke gives Salman Khan the thum(b)s down

Actor and company parted ways following rival sponsorship of Salman-anchored Big Boss 10

Viveat Susan Pinto  |  Mumbai 

Salman Khan
Salman Khan

For the second time, India has dropped actor as the brand ambassador of Thums Up. But the company clarified this had nothing to do with the actor’s controversial remarks backing Pakistani actors.

In a statement, India and Salman said, “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 India product portfolio. In light of this, both parties have mutually decided not to renew the current contract.”


The show concerned is Big Boss 10, whose main sponsor is Parle Agro's Appy Fizz, which replaced Snapdeal as the main sponsor of the Colors-aired TV show this year.

The beverage maker is reportedly in talks with actor Ranveer Singh, considered a younger and safer bet than Salman, multiple sources have told Business Standard. India did not indicate anything about future endorsement plans of Thums Up.

Salman, who was earlier brand ambassador of between 2001 and 2003, was subsequently dropped following his involvement in a hit-and-run case in Mumbai and the blackbuck shooting issue. He returned as brand ambassador in 2012, following a string of successes at the box office.

India had also during Salman’s second stint as brand ambassador signed an agreement with Being Human—The Foundation to jointly promote and execute charitable and social activities. All of this will cease to exist now.

It is not uncommon for beverage to drop aging or controversial personalities. India, for instance, had dropped cricketer Sachin Tendulkar in 2009 as part of its move to phase out aging brand ambassadors. Similarly, India had brought Tendulkar on board in 2011 only as a social ambassador for three years. He was replaced by last year.

Brand experts said a category like colas typically demands the use of younger stars, though Salman was an exception to the rule. “has a macho appeal, which Salman could carry well,” said K V Sridhar, chief creative officer of SapientNitro, who had worked on the brand.

Ranked the number one cola in India, ahead of Pepsi and Coke, has a unique flavour, said Sridhar, which has continued to have an appeal despite stiff competition in the category. India, incidentally, is the only market where has two cola brands and where the leader is not Coke.

Ranveer is expected to bring his own brand of machismo once he comes on board as brand ambassador, experts said.

RECOMMENDED FOR YOU

Coke gives Salman Khan the thum(b)s down

Actor and company parted ways following rival sponsorship of Salman-anchored Big Boss 10

Actor and company parted ways following rival sponsorship of Salman-anchored Big Boss 10
For the second time, India has dropped actor as the brand ambassador of Thums Up. But the company clarified this had nothing to do with the actor’s controversial remarks backing Pakistani actors.

In a statement, India and Salman said, “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 India product portfolio. In light of this, both parties have mutually decided not to renew the current contract.”

The show concerned is Big Boss 10, whose main sponsor is Parle Agro's Appy Fizz, which replaced Snapdeal as the main sponsor of the Colors-aired TV show this year.

The beverage maker is reportedly in talks with actor Ranveer Singh, considered a younger and safer bet than Salman, multiple sources have told Business Standard. India did not indicate anything about future endorsement plans of Thums Up.

Salman, who was earlier brand ambassador of between 2001 and 2003, was subsequently dropped following his involvement in a hit-and-run case in Mumbai and the blackbuck shooting issue. He returned as brand ambassador in 2012, following a string of successes at the box office.

India had also during Salman’s second stint as brand ambassador signed an agreement with Being Human—The Foundation to jointly promote and execute charitable and social activities. All of this will cease to exist now.

It is not uncommon for beverage to drop aging or controversial personalities. India, for instance, had dropped cricketer Sachin Tendulkar in 2009 as part of its move to phase out aging brand ambassadors. Similarly, India had brought Tendulkar on board in 2011 only as a social ambassador for three years. He was replaced by last year.

Brand experts said a category like colas typically demands the use of younger stars, though Salman was an exception to the rule. “has a macho appeal, which Salman could carry well,” said K V Sridhar, chief creative officer of SapientNitro, who had worked on the brand.

Ranked the number one cola in India, ahead of Pepsi and Coke, has a unique flavour, said Sridhar, which has continued to have an appeal despite stiff competition in the category. India, incidentally, is the only market where has two cola brands and where the leader is not Coke.

Ranveer is expected to bring his own brand of machismo once he comes on board as brand ambassador, experts said.
image
Business Standard
177 22

Upgrade To Premium Services

Welcome User

Business Standard is happy to inform you of the launch of "Business Standard Premium Services"

As a premium subscriber you get an across device unfettered access to a range of services which include:

  • Access Exclusive content - articles, features & opinion pieces
  • Weekly Industry/Genre specific newsletters - Choose multiple industries/genres
  • Access to 17 plus years of content archives
  • Set Stock price alerts for your portfolio and watch list and get them delivered to your e-mail box
  • End of day news alerts on 5 companies (via email)
  • NEW: Get seamless access to WSJ.com at a great price. No additional sign-up required.
 

Premium Services

In Partnership with

 

Dear Guest,

 

Welcome to the premium services of Business Standard brought to you courtesy FIS.
Kindly visit the Manage my subscription page to discover the benefits of this programme.

Enjoy Reading!
Team Business Standard