Bollywood actor Salman Khan is no longer the brand ambassador for the beverage giant Coca Cola India. The company dropped Salman Khan as the brand ambassador for its soft drink ‘Thums Up’ after 4 years of association. The contract with Salman Khan had expired last month and the company chose not to renew it due to his association with reality show, Bigg Boss, which this year happens to be sponsored by a brand that competes with the Coca-Cola India product portfolio.

A joint statement released by Salman Khan and Coca Cola India on Wednesday night clarified that Khan was committed to an existing relationship with a daily TV show and that both parties have mutually decided not to renew the current contract.

Bigg Boss is sponsored by Parle Agro’s Appy Fizz. Parle Agro will pay Colors TV channel between Rs 35 crore and Rs 45 crore for the season, as per the media buyers.

According to the industry sources, Coca Cola India is in talks with actor Ranveer Singh as their new brand ambassador.

Khan has been among the top celebrity endorsers reportedly charging Rs 5 crore per year per brand. Coca Cola India had roped in Salman as its brand ambassador for the second time to endorse its Thums Up brand in October 2012 replacing Akshay Kumar.