In the race of endorsements, Salman Khan has left his contemporary Akshay Kumar way behind and bagged a massive endorsement deal with Coca-Cola to represent their product 'Thums Up'. 

The drink that was earlier endorsed by the 'Khiladi', recently saw south actor Mahesh Babu as the face of the brand, and now that has been taken over by 'tiger' Salman Khan.

Salman has been signed as the new brand ambassador for Thums Up. The actor has also signed an agreement with Being Human - The Salman Khan Foundation, to jointly promote, conceive and execute charitable and social activities.

Announcing the association, Atul Singh President & CEO Coca-Cola India and South West Asia, said: "Salman's appeal cuts across age groups and socio economic strata, just like Thums Up. The brand's core values of masculinity, adventure, thrill and excitement will further be amplified by Salman's association and will help us take the brand to the next level. We are excited by the prospects that lie ahead for the brand and our partnership with Salman."

On being associated with the brand, Salman said, "I look forward to this partnership with Thums Up, a soft drink that I have grown up with. I am also excited at the association between Being Human and Coca-Cola India, where the two organizations will work together on community welfare projects."