Soft drinks major PepsiCo is dropping Shah Rukh Khan from its 'Youngistaan' advertisement campaign as the company focuses on youngsters, though it is understood that the company is not fully severing ties with the Bollywood Badshah.

The actor confirmed that his contract with the company is not being renewed.

Asked if his IPL team Kolkata Knight Riders would be tying up with the soft drinks firm for sponsorship, he declined to comment saying the team's marketing division is in talks with PepsiCo currently.

When contacted a Pepsico official said: "We have a long and enduring relationship with Shah Rukh, which PepsiCo is very proud of. We are currently in discussions with him to take this relationship to a new phase."

Khan's dropping is the latest in a series of celebrities, including Sachin Tendulkar, Rahul Dravid and Sourav Ganguly, whose contracts were not renewed by the firm after it kicked off the 'Youngistaan' campaign last year.

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