Food and beverages major PepsiCo India today said its deal with Bollywood actor Salman Khan as brand ambassador for its Mountain Dew drink has ended after over a year of association.
“This is to confirm the end of our contract with Salman Khan as Mountain Dew’s brand ambassador. We have had a great relationship with him with successful campaigns in 2011,” a PepsiCo India spokesperson said in a statement.
The company had announced signing up of Khan as brand ambassador for its Mountain Dew in December, 2010.
Khan said: “When Mountain Dew approached me in 2010, their stated objective was to make it India’s fastest-growing brand in the category. I am glad we were able to achieve this objective.”
Mountain Dew had become a Rs. 1,000 crore brand in India last year. Recently, PepsiCo has been focusing on promoting its global property ‘Mountain Dew Xtreme Tours’ in India and has been using young unknown faces to promote the event.
In the past, PepsiCo had phased out ageing brand ambassadors, including Shah Rukh Khan and Sachin Tendulkar, and brought younger faces like Ranbir Kapoor and M S Dhoni.