"Dabangg" Salman Khan will now send out a new message to his fans - 'Darr Ke Aage Jeet Hai' - as the newly appointed brand ambassador of Mountain Dew soft drink.

"I love the high-action imagery of Mountain Dew and more importantly the fact that it's not mindless action but there is a message at its core 'Darr Ke Aage Jeet Hai'. I have spent time with the Mountain Dew team and I eagerly look forward to working with them, " Salman, who has been appointed by PepsiCo India as the brand ambassador, said in a statement.

This is the first time that a brand ambassador has been appointed for Mountain Dew.

Speaking about the association, Deepika Warrier, marketing director, Pepsico Beverages, said: "Mountain Dew is strongly anchored in the relevant consumer insight of 'Darr Ke Aage Jeet Hai'. Salman Khan embodies this philosophy and he has strong national appeal. We look forward to the partnership and are confident that it will be mutually rewarding."

Apart from this, Salman endorses brands like Chlormint, Wheel and Dixcy Scott among others.