Soft drinks major PepsiCo is dropping Shah Rukh Khan from its 'Youngistaan' advertisement campaign as the company focuses on youngsters,though it is understood that the company is not fully severing ties with the Bollywood Badshah. The actor confirmed that his contract with the company is not being renewed. "I am not a part of the campaign anymore,as of now we are not renewing the contract," Khan told reporters. Asked if his IPL team Kolkata Knight Riders would be tying up with the soft drinks firm for sponsorship,he declined to comment saying the team's marketing division is in talks with PepsiCo currently. When contacted a Pepsico official said: "We have a long and enduring relationship with Shah Rukh,which PepsiCo is very proud of. We are currently in discussions with him to take this relationship to a new phase." Khan's dropping is the latest in a series of celebrities,including Sachin Tendulkar,Rahul Dravid and Sourav Ganguly,whose contracts were not renewed by the firm after it kicked off the 'Youngistaan' campaign last year. While phasing out the aging cricketers,Pepsi had roped in new talents like Ishant Sharma and Rohit Sharma,who are now a regular part of the Indian cricket team. Industry insiders said,while Pepsi has decided to drop Khan from its ad campaign,which now mainly features young stars Deepika Padukone and Ranbir Kapoor,the firm is looking at utilising Khan in other capacity. Aware of the brand equity of the actor,the company is understood to be keen on retaining his services in other ways than featuring in ads. Khan is Pepsi's longest serving brand ambassador.
