Ageing stars losing out in India?

At 43, Indian superstar Shah Rukh Khan is too old for Pepsi yet his contemporary Aamir Khan (also 43) has had his contract with Coca Cola extended for a huge fee. My, my how those brands differ.

Shah Rukh Khan (SRK) is a household name in India and the hearthrob of millions, but he’s just been sacked from the new campaign for Pepsi in favour of a more youthful representative. He joins the likes of Sachin Tendulkar, Rahul Dravid and Saurav Ganguly who were replaced by younger talent.

I guess it’s to be expected in star-obsessed India where the median age is one of the youngest in the world (24.3 years in 2005).

But by the time SRK reaches his 50th birthday the population of 50 plus folks in India will have reached almost 230 million so no need to worry, he’ll still have loads of adoring, if ageing fans!

SRK and ordinary folk alike should take inspiration from Michelle Pfieffer, who turned 50 last year and was recently quoted as saying “The older you get, the roles actually become more interesting.”

“If you think hitting 40 is liberating, wait till you hit 50 – and I was surprised at how liberating it was,” she said. “The anticipation of something is always much worse than the reality.”

We love you Michelle!