And Salman Khan has seemingly just received it from none other than India's 'macho' cola brand Thums Up.
The actor, as per a source close to the development, has been signed on as the brand ambassador for Thums Up, close on the heels of his endorsement deal for rival company PepsiCo's Mountain Dew ending around April this year after a year's association.
In retrospect, Thums Up's tieup with Khan's Ek Tha Tiger then seems like a precursor to the association.
While details about the signing amount and period could not be independently confirmed, industry players state that Khan is known to charge close to Rs 7-8 crore (Rs 70-80 million) for endorsement deals for a year currently.
Given the deep pockets of cola players, the amount could easily be double digit for the deal.
It may recalled that the cola brand launched a national level campaign with Mahesh Babu, Aaj Kuch Toofani Kartey Hain, ahead of the summer season earlier this year.
Akshay Kumar's absence in the communication was conspicuous, given that he'd been associated with the brand since 2003.
In future, while Khan will be the national face of the brand, Telugu cinema actor Mahesh Babu will continue to stay on board for the Southern markets, owing to his high recall value in Andhra Pradesh, traditionally one
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