After ending almost a decade-old association with Akshay Kumar, beverage giant Coca-Cola India has roped in another Bollywood star Salman Khan for endorsing its Thums Up cola brand.

Coca-Cola hasn't revealed how much it has paid to Mr. Khan for endorsing Thums Up brand, but people familiar with the deal say that Mr. Khan will receive around Rs 18 crore for two years.

The reported size of the deal is appreciably higher than what Coca-Cola paid acclaimed cricketer Sachin Tendulkar for endorsing the company's Coke brand. Mr. Tendulkar signed a 3-year deal with the beverage giant for around Rs 12 crore.

Speaking about the deal, Coca-Cola India Chief Executive Atul Singh said, "Thums Up's core values of masculinity, adventure and thrill will be amplified by Salman's association and will help us take the brand to the next level."

Coca-Cola has also penned down an agreement with Being Human, The Salman Khan Foundation, to mutually promote, envisage and implement charitable activities.

This is Mr. Khan's second association with Coca-Cola for endorsing Thums Up. Previously, he endorsed Coca-Cola till 2003.

Till March 2012, 46-year-old Khan had been endorsing rival beverage company PepsiCo's fizzy lime cold-drink Mountain Dew.