Coca-Cola India Pvt Ltd Sunday announced that it has entered into an endorsement agreement with megastar Salman Khan for its brand Thums Up.

The Company has also signed an agreement with Being Human - The Salman Khan Foundation - to jointly promote, conceive and execute charitable and social activities. The Company's partnership with Being Human takes forward the vision of both the organizations ensuring the sustainability of communities and their welfare.

Salman, who is riding high on back-to-back hits, says he is looking forward to the 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 organisations will work together on community welfare projects, " he said in a statement.

Atul Singh, President & CEO, Coca-Cola India and South West Asia, compared Salman's popularity with the drink and 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."

As the brand ambassador, Salman will be associated with a range of consumer activation and marketing programmes for the brand. On the community front, Salman and Being Human will work with the company in promoting Career Development Centres, school education programmes and other programmes jointly conceived by the two parties.