Mumbai, March 3: Ageing Shah Rukh, “ageless” Aamir.

Soft drink major Coke has signed up Aamir Khan for a new contract, weeks after ri- val Pepsi snapped ties with brand ambassador Shah Rukh Khan as the “ageing star” no longer fitted the image for its Youngistan campaign.

Aamir, 43, is a few months older than Shah Rukh, but has been riding high since the success of his film Ghajini.

“Aamir is classy, ageless and not over-exposed. So while other stars of his generation are being dropped, he is going from strength to strength,” said an official of a top celebrity talent management firm.

Aamir also managed Rs 10 crore from Coke for his new deal, Rs 6 crore more than SRK’s contract with Pepsi that ended last November. “SRK is an ageing star and does not fit the image any more,” a source in PepsiCo said last month.

Sources in Coke said the company would soon shoot with Aamir a campaign expected to be aired during the coming IPL season.