AgenciesBeverage maker Coca-Cola has signed Shah Rukh Khan as brand ambassador for its biggest brand, Thums Up, in what will be the actor's first big endorsement deal after the drug controversy involving his son Aryan Khan last year.
This deal sets the stage for a summer cola war between Shah Rukh Khan (or SRK as he is popularly called) and Salman Khan, who endorses rival Pepsi.
The new commercial featuring SRK is themed somewhat around his soon-to-be released movie Pathan, which also marks the actor's return to Bollywood after a gap. He tweeted about the new Thums Up campaign late Tuesday.
Coca-Cola India & South West Asia vice president and marketing head Arnab Roy said: "The campaign celebrates the coming together of two iconic Indian names - Thums Up and Shah Rukh Khan. It builds on Thums Up's undeniably strong taste and experience, while displaying unwavering tenacity."
With all restrictions on hospitality and travel having been lifted, the packaged soft drinks sector has forecast a strong comeback after two consecutive seasons which coincided with lockdowns amid Covid that led to a steep decline in out-of-home consumption. ICICI Securities said beverage makers would be able to see a strong summer season after two consecutive years of sub-par growth in the peak months.
PepsiCo too is set to launch its latest summer campaign by mid-March, featuring Salman Khan, an executive aware of the development said. The actor has been the brand ambassador of Pepsi's swag campaign since the summer of 2020.
Thums Up became a billion-dollar brand in 2021, the first from Coca-Cola's portfolio to reach the milestone in terms of sales in India, the beverage maker had announced in its December quarterly earnings statement earlier this month.
Last week, online skill gaming company Head Digital Works announced SRK as the face of its gaming platform A23, where the actor is seen promoting responsible gaming habits. And in January, SRK posted about a new campaign for LG televisions featuring him, on his Instagram handle. The actor has a massive social media following, with 42.2 million followers on Twitter and 28.1 million followers on Instagram.
This deal sets the stage for a summer cola war between Shah Rukh Khan (or SRK as he is popularly called) and Salman Khan, who endorses rival Pepsi.
The new commercial featuring SRK is themed somewhat around his soon-to-be released movie Pathan, which also marks the actor's return to Bollywood after a gap. He tweeted about the new Thums Up campaign late Tuesday.
Coca-Cola India & South West Asia vice president and marketing head Arnab Roy said: "The campaign celebrates the coming together of two iconic Indian names - Thums Up and Shah Rukh Khan. It builds on Thums Up's undeniably strong taste and experience, while displaying unwavering tenacity."
With all restrictions on hospitality and travel having been lifted, the packaged soft drinks sector has forecast a strong comeback after two consecutive seasons which coincided with lockdowns amid Covid that led to a steep decline in out-of-home consumption. ICICI Securities said beverage makers would be able to see a strong summer season after two consecutive years of sub-par growth in the peak months.
PepsiCo too is set to launch its latest summer campaign by mid-March, featuring Salman Khan, an executive aware of the development said. The actor has been the brand ambassador of Pepsi's swag campaign since the summer of 2020.
Thums Up became a billion-dollar brand in 2021, the first from Coca-Cola's portfolio to reach the milestone in terms of sales in India, the beverage maker had announced in its December quarterly earnings statement earlier this month.
Last week, online skill gaming company Head Digital Works announced SRK as the face of its gaming platform A23, where the actor is seen promoting responsible gaming habits. And in January, SRK posted about a new campaign for LG televisions featuring him, on his Instagram handle. The actor has a massive social media following, with 42.2 million followers on Twitter and 28.1 million followers on Instagram.
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