Mountain Dew signs Salman Khan as first brand ambassador

NEW DELHI: Pepsico’s soft drink brand Mountain Dew has signed Salman Khan for an annual fee estimated at Rs 5 crore, placing the Dabangg superstar at par with cricketer Sachin Tendulkar.

Riding high on the success of his film Dabangg, one of the biggest hits of this year, Salman becomes Mountain Dew’s first brand ambassador. So far, the lemon-based drink had opted for high-energy commercials featuring high-octane stunts.

The deal places Salman ahead of other film stars such as Hrithik Roshan and Saif Ali Khan , said two executives from the celebrity management space. “This is the first time a brand ambassador has been signed for Mountain Dew in India,” a PepsiCo spokesman said. He declined to comment on the deal size.

When contacted, Matrix India Entertainment Consultants founder director Vivek Kamath did not comment on the development. The agency manages Salman’s endorsements. PepsiCo has positioned Mountain Dew as a macho drink with the tagline,‘darr ke aage jeet hai’.

The company spokesman said Salman identifies with the philosophy of the brand and has a strong national appeal. The beverage maker has chosen the 45-year-old Salman Khan when its flagship brand Pepsi promotes itself as a youth-centric brand in line with its ‘youngistan’ theme.

In fact, brand Pepsi dropped actor Shah Rukh Khan and cricketer Sachin Tendulkar in the last two years, justifying that the two stars did not fit in with the brand’s ‘young’ image.

This year, Salman has been a sort of saviour to Bollywood. While some of the most hyped films like Hrithik Roshan’s Guzarish and Abhishek Bachchan’s Raavan flopped, Shah Rukh Khan’s My Name is Khan was an average grosser. In fact, even before Dabangg became the hit that it has, general entertainment channel Colors had roped in Salman as host of its popular show Bigg Boss’ fourth season.

The actor is reportedly being paid Rs 3-3.5 crore per episode, though this could not be confirmed. Dabangg is said to be the highest grosser for 2010.

Salman with Katrina Kaif in Bigg Boss 4

Farah's next with Salman?

Have Salman Khan and Farah Khan joined hands for a project? Is Farah directing Salman in a film that will be jointly produced by Farah and Salman's production companies? That's the latest gupshup in tinsel town. The news gains credence because Salman and Farah have been bonding like never before. Of course, they have always been thick friends, but their friendship has only cemented since the past few months.

"Yes, I've heard this one, but the truth is, I am still undecided about my next project. I want to go on a vacation once TEES MAAR KHAN releases. The script I am working on is partly ready, but the question of casting anyone doesn't arise till the writing is complete," Farah clarifies. It would be interesting to see the Queen of Masses directing the King of Masses, wot say?

People declares Salman as Sexiest man Alive

While SRK said 'OK!' To be declared as the Most Sexiest Dad, People went on step ahead and declared Salman as the Sexiest man Alive! We are referring to the People's magazine that has just hit the stands with Salman showing off in his trademark smile and bod to match!

Salman, in his true Salman-style speaks all about his looks, physique and much, much more. He says "I was never aware of how I look. People still don't compliment me". And for those who feel that Salman is tad comfortable in his 'tee-off' avatar, here is your fitting replay, by the man himself! He says "I am comfortable in worn-out, torn jeans and tees. Only the underwear shouldn't be torn!" He also adds (read 'confesses') that "I hate working out in a gym. But considering the work that I do, I have to work out".

This is one issue that you wouldn't want to miss, for it's not everyday that you hear Salman say "Now, I don't think that I'd wear a bikini"