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Salman Khan is Pepsi’s new face

Brand Pepsi will base its summer 2020 campaign on Khan’s upcoming action comedy movie Dabangg 3, the spokesperson said. A few marketing experts expressed surprise at the PepsiCo move, considering Khan’s macho image vis-à-vis Pepsi’s more romantic, playful image, plus the actor’s age and some controversies he has been associated with.

, ET Bureau|
Dec 10, 2019, 08.00 AM IST
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Khan, 54, is one of the most expensive celebrity brand endorsers, charging as much as Virat Kohli, according to an industry official.
NEW DELHI: Bollywood star Salman Khan is returning to the cola space after a gap of three years, this time to endorse brand Pepsi, a move that has surprised a few experts.

The two-year deal is estimated at Rs 15 crore, two external industry officials said.

A PepsiCo spokesperson confirmed the signing up of Khan as new brand ambassador of Pepsi but declined to confirm the financials of the deal.

“The year 2020 will see brand Pepsi create a scale 360-degree campaign that will reflect the self-confidence of today's youth as effortless as Salman,” the person said.

Brand Pepsi will base its summer 2020 campaign on Khan’s upcoming action comedy movie Dabangg 3, the spokesperson said. A few marketing experts expressed surprise at the PepsiCo move, considering Khan’s macho image vis-à-vis Pepsi’s more romantic, playful image, plus the actor’s age and some controversies he has been associated with.

“This is a surprise move on Pepsi’s part,” said Rohit Ohri, chairman of ad agency FCB India, who has had a long and close association with Pepsi’s advertising in the past. “How this (association) will work out will depend on the way the advertising uses Salman along with the Pepsi irreverence.”

Khan, 54, is one of the most expensive celebrity brand endorsers, charging as much as Virat Kohli, according to an industry official. But he is not much visible on the endorsement circuit with big brands due to various controversies including some run-ins with the law.

Some of the brands Khan endorses include Somany Ceramics and Emami edible oils. He was ambassador for leading cola brand rival Thums Up till three years back.

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