Coca Cola on Sunday confirmed reports that it had signed batting maestro Sachin Tendulkar as its brand ambassador
The beverage giant said that Tendulkar will act as its 'happiness ambassador', working on the company's various strategic communication initiatives, including its corporate, CSR and brand campaigns.
Coca Cola was said to be in talks with Tendulkar for the ICC World Cup 2011 to compete with Pepsi, who is a global sponsor for the cricketing event
Tendulkar, who was part of arch-rival Pepsi's camp, was dropped from the team two-and-half years back as Pepsi looked towards younger icons to drive its brands. Pepsi had also parted ways with ex-India captains Sourav Ganguly and Rahul Dravid, and actor Shah Rukh Khan.
The three-year endorsement deal with Tendulkar is estimated to be around Rs20 crore. Coca Cola also has Indian opening batting batsmen Gautam Gambhir on board as ambassador besides Bollywood actor Imran Khan.
Coca Cola's portfolio in India consists of Coca Cola, Diet Coke, Thums Up, Fanta, Sprite, Maaza, Minute Maid Pulpy Orange and Kinley.
Unitedworld Executive.
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