Salman Khan’s Being Human and Thums Up to work for a cause

The Ek Tha Tiger actor and Bigg Boss 6 host has been signed on as Thums Up brand ambassador again, after endorsing Mountain Dew for a while

Coca-Cola India Pvt Ltd has announced its endorsement agreement with megastar Salman Khan again for its brand Thums Up. The Ek Tha Tiger actor had been seen campaigning for the cola brand earlier too. But he had switched loyalties to PepsiCo’s Mountain Dew for a while. Coca-Cola has also signed an agreement with the Salman’s Being Human Foundation to jointly promote, conceive and execute charitable and social activities. The partnership takes forward the vision of both the organisations ensuring the sustainability of communities and their welfare.

Salman, who is riding high on back-to-back hits, says he is looking forward to the partnership with Thums Up, “a soft drink that I have grown up with”. “I am also excited at the association between Being Human and Coca-Cola India, where the two organisations will work together on community welfare projects,” he said in a statement.

Atul Singh, President & CEO, Coca-Cola India and South West Asia, compared Salman’s popularity with the drink and said, “Salman’s appeal cuts across age groups and socio-economic strata, just like Thums Up. The brand’s core values of masculinity, adventure, thrill and excitement will further be amplified by Salman’s association and will help us take the brand to the next level.”

As the brand ambassador, Salman will be associated with a range of consumer activation and marketing programmes for the brand. On the community front, Salman and Being Human will work with the company in promoting career development centres, school education and other programmes jointly conceived by the two parties.