Coca Cola India has signed Sachin Tendulkar as its new brand ambassador. Coke has struck a three year deal estimated to be worth around Rs 6 crore per year with the ace batsman.
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.
Sachin Tendulkar endorses a host of brands and companies, including Castrol India, Toshiba , ITC , Boost, Canon, RBS, Reynolds , Jaypee Cements and Aviva .