Ranveer Singh
Pictured: Ranveer Singh at Filmfare Awards party.Varinder Chawla

Salman Khan's long-term association with a beverage brand has come to end. Both the parties have issued a joint statement to keep any and all speculations at bay.

While sources said Khan had become too old to represent the cold drink label, the official presser about the new development confirms that Khan's association with Bigg Boss 10, which is sponsored by a rival brand, is the reason why the contract has been ended mutually. Ranveer Singh is likely to replace Khan, SpotboyE reported.

Here are excerpts from the statement:

"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 (Read: Bigg Boss 10), 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 their current contract.

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

So, what has made Singh such a popular name in the advertising realm? The young star represents the youth perfectly. He is someone who dares to take the path less travelled and doesn't hesitate when it comes to speaking his mind. Also, he is spontaneous and engages in the creative processes of some of the ad films he does.

As of now, Singh has as many as 16 brand endorsements; the number has shot up considerably in a span of two very successful years.

Singh will be seen in Befikre next. The Aditya Chopra directorial arrives in theatres on December 9.

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