NEW DELHI: Beverage and snacks major PepsiCo has decided against renewing its long-standing association with its biggest brand ambassador, Shah Rukh Khan ending an over decade-old association with the super star.
This is yet another example of PepsiCo phasing out of aging celebrities, in line with its ‘youngistan’ theme. Early last year, the company had dropped cricketer Sachin Tendulkar, also terminating a long-standing association.
It is learnt that PepsiCo’s contract with Shah Rukh was up for renewal towards end-’08, and the company decided against renewing it.
The company is simultaneously in talks with Shah Khan-owned IPL team Kolkata Knight Riders (KKR) for a sponsorship deal. The deal is expected to involve sponsorship of merchandise, aligning with the team as a beverage partner, and serving PepsiCo beverages in home stadiums. The association with KKR is expected to be finalised next week.
Both Shah Rukh and Sachin were among the company’s most expensive celebrity endorsers, the third one being India cricket team captain MS Dhoni with whom PepsiCo is currently aligned. Earlier last year, the company had also dropped aging cricketers Rahul Dravid and Sourav Ganguly.
Reporter – Ratna Bhushan, ET Bureau
