PepsiCo had dropped him as part of its strategy to phase-out aging brand ambassadors 2.5 years back.
BestMediaInfo Bureau | Delhi | January 6, 2011
Coca Cola India has signed master blaster Sachin Tendulkar as its new brand ambassador though there is no official confirmation available from the officials. It is understood that Coca Cola India has finalised a three year endorsement deal with Sachin which is estimated at around Rs 20 crore. For the records, PepsiCo India dropped Sachin about two-and-half years back. PepsiCo had dropped Tendulkar as part of its strategy to phase-out aging brand ambassadors, which included ex-India captains Sourav Ganguly, Rahul Dravid and Bollywood superstar Shah Rukh Khan. Instead, PepsiCo had roped in younger celebrities, including Ranbir Kapoor and Deepika Padukone , as part of its Youngistaan campaign. Coke will be shooting a new television commercial early next month for Tendulkar which has been conceptualized by Coca Cola India’s creative agency McCann Ericsson’s Executive Chairman, Regional Creative Director, Asia Pacific, Prasoon Joshi.
Sachin was in news recently for turning down a Rs 20 crore offer to endorse a liquor brand. As per industry estimates, Tendulkar charges about Rs 5 crore per endorsement. The 37-year-old right-handed batsman currently endorses a host of brands and companies, including Castrol India, Toshiba , ITC , Boost, Canon, RBS, Reynolds , Jaypee Cements and Aviva .