Reportedly, beverages major Coca-Cola India has chosen not to renew the contract of brand endorsement with Salman Khan which ended last month.

Salman Khan was associated with the brand as the ambassador for its soft drink ‘Thums Up’ for over four years. The company is apparently in talks with Ranveer Singh to replace Khan.

The decision of Coco Cola to not renew the 50 years old star’s contract is connected with the brand image which is seen as a young brand. “That explains why Coca-Cola is talking to a much younger star like Ranveer Singh,” the source added.

The decision comes just 20 days after the Bollywood superstar courted controversy by supporting Pakistani artistes on the debate whether they should be allowed to work in Indian movies following the Uri attack. There is, however, no clarity as to whether Coca-Cola India’s decision was influenced by this controversy. The company has declined to comment on their decision.

Khan has been among the top celebrity endorsers in India and is reportedly charging INR 5 crore per year per brand. Khan had earlier been roped in by replacing Akshay Kumar who was seen endorsing the brand in the early 2000s.

Further, Coca-Cola India had, around the same time as signing Salman Khan as their brand ambassador, also signed an agreement with Being Human, The Salman Khan Foundation, to jointly promote, conceive and execute charitable and social activities.

Seems like finally Khans are getting ‘old’ and the ‘young’ stars are ready to take over!