October 19, 2016 : There have been some media reports this evening that discusses the contractual agreements between brand Thums Up and Salman Khan. In light of the media interest and numerous inquiries that both parties have received, we find it prudent to clarify that:

  1. Salman Khan was committed to an existing relationship with a daily TV show, which this year happens to be sponsored by a brand that competes with the Coca-Cola India product portfolio
  2. In light of this, both parties have mutually decided not to renew the current contract.


We do not have any further information to provide at this point. We appreciate your interest and outreach.