Khans & the cola fizz: Age-defying chemistry of cinema's 'superheros'

Pepsi, Coca-Cola's target audience is in the 20s, or younger. Brand experts debate whether the last of cinema's 'superheros' transcend the age gap

“King Khan is back” tweeted a user on the evening of February 22, after Thums Up’s new ad campaign starring Bollywood superstar Shah Rukh Khan hit the screens. In the ad, SRK sports a long-haired look that will be seen in his upcoming movie, Pathan — a far cry from his metrosexual, romantic-hero image. The rugged look, say ad gurus, is more suited for Thums Up, the Coca-Cola brand that has positioned itself as the taste of thunder. Or, as the new tagline says, “toofan”.

Meanwhile, rival PepsiCo, too, has a Khan in its quiver: Salman Khan. Onboarded as the