MUMBAI: Sachin Tendulkar is back batting for a cola brand-this time it's Coca-Cola. He has signed a three-year endorsement deal, estimated to be worth around Rs 20 crore, with Coca-Cola India. The company said in a statement that Sachin will be its "happiness ambassador" and will be part of the cola major's strategic communication initiatives, including its corporate, CSR and brand campaigns.
Sachin was associated with PepsiCo till 2008 when the beverage maker dropped him to lend a young face to the brand. PepsiCo currently has Indian skipper Mahendra Singh Dhoni at the forefront of its communication, along with other younger cricketers as seen in their latest advertising campaign around the world cup.
Talking to TOI, Harish Krishnamachar, senior VP (South Asia) World Sport Group, said, "The focus of this association is going to be to use Sachin for corporate brand and CSR activities of Coke." The firm represents Tendulkar.
Wasim Basir, director, integrated marketing communication, Coca-Cola India, said, "Brand Sachin symbolizes 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."
Read more: Sachin in 3-yr 20cr deal with Coke - The Times of India http://timesofindia.indiatimes.com/business/india-business/Sachin-in-3-yr-20cr-deal-with-Coke/articleshow/7349913.cms#ixzz1BvnRb8Z4
Sachin was associated with PepsiCo till 2008 when the beverage maker dropped him to lend a young face to the brand. PepsiCo currently has Indian skipper Mahendra Singh Dhoni at the forefront of its communication, along with other younger cricketers as seen in their latest advertising campaign around the world cup.
Talking to TOI, Harish Krishnamachar, senior VP (South Asia) World Sport Group, said, "The focus of this association is going to be to use Sachin for corporate brand and CSR activities of Coke." The firm represents Tendulkar.
Wasim Basir, director, integrated marketing communication, Coca-Cola India, said, "Brand Sachin symbolizes 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."
Read more: Sachin in 3-yr 20cr deal with Coke - The Times of India http://timesofindia.indiatimes.com/business/india-business/Sachin-in-3-yr-20cr-deal-with-Coke/articleshow/7349913.cms#ixzz1BvnRb8Z4
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