Now Sachin to bat for Coca Cola as 'Happiness Ambassador'
In his new role, Sachin will play his part in the company's various strategic communication initiatives, including its corporate , CSR and brand campaigns. According to reports, the batting Maestro is understood to have finalised a three-year endorsement deal estimated at around Rs 20 crore with company, after rival PepsiCo had dropped him about two-and-half years ago.
PepsiCo had dropped Tendulkar as part of its strategy to phase out ageing brand ambassadors, which included former India captains Sourav Ganguly, Rahul Dravid and bollywood superstar Shah Rukh Khan. Speaking about the association, Coca Cola India Director (Integrated Marketing Communication) Wasim Basir said, ''Brand Sachin symbolises trust, reliability, commitment and endurance and is an embodiment of the country before self virtue. These are attributes that Coca-Cola India closely identifies with and hence this association is a perfect fit.'' Mr Basir said Sachin will help the company spread happiness through its actions and various initiatives. On his appointment, Sachin Tendulkar said, ''I am pleased to become a part of the Coca-Cola family. I am aware of the several significant initiatives that the company has undertaken in the areas of community development and sustainability and I would be happy to play a part in furthering the cause. I look forward to a long and significant innings with the company.'' Coca-Cola has an exciting range of beverages, including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Nestea, Georgia Gold, Kinley, and Burn. With a Network of more than one million outlets, the company has invested more than one billion dollars in its Indian operations, employs about 6,000 people in India.
