Ad War: Salman Khan goes down to Hrithik Roshan

Hrithik Roshan (AFP)

As Summer approaches the fizzy drink companies are getting ready for a bumper sale season and their marketing histrionics.

One of the biggest draw for the cola companies is tagging a Bollywood name as the brand endorsers.

The brand endorsement war is also evident among the Bollywood biggies and it's obvious that they spend equal amount of time and energy on endorsement scripts as on film stories!

In the latest move, actor Hrithik Roshan has snapped up a deal that was once in Salman Khan's bag.

Beverages and snacks major PepsiCo India said it has roped in Hrithik Roshan as its new brand ambassador for its soft drink 'Mountain Dew'.

"We are proud to associate with Hrithik Roshan, who truly reflects the daring, bold and fearless persona of the brand and its consumers," PepsiCo India Category Director-Flavours, Ruchira Jaitly said in a statement.

She added that the company is looking forward to a blockbuster summer and is confident that this partnership will be mutually rewarding.

The company had earlier appointed Bollywood actor Salman Khan as the brand ambassador for the brand in 2011 for a one year period.

In 2012, the company did not appoint anyone as the brand ambassador.

According to industry sources, Roshan has been roped in as the brand ambassador for the brand to further enhance its visibility across the country.

Last year, beverage giant Coca Cola signed Salman Khan to endorse Thums Up after the firm dropped Akshay Kumar, ending almost a decade-old association with the actor.

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