Brands like Adidas, Coca Cola, Boost, ITC rejoice as Sachin Tendulkar notches up 100th international century

NEW DELHI: It is not only the fans who are rejoicing over Sachin Tendulkar's 100th international century but brands endorsed by the master blaster are also celebrating the much-awaited milestone and will roll out new marketing campaigns and activations around it.

Tendulkar currently endorses 17 brands, including Adidas, Coca Cola, Boost, ITC, Reynolds, Aviva and Canon.

To celebrate Tendulkar's unique record, Coca-Cola has for the first time in India put a celebrity on its cans and has already released nine cans chronicling his best centuries.

The beverage maker will roll limited edition of the 10th can (golden colour) in the series in within a week.

"Sachin is a part of the Coca-Cola family, and our entire system joins the country in the revelry and celebrations, by releasing the special edition Coca-Cola 'happiness' cans - our tribute to the master," Coca-Cola India and South West Asia President and CEO Atul Singh said told PTI.

Even sportswear major Adidas is preparing to launch a new marketing campaign featuring Tendulkar in the first week of April.

"Adidas has had a relationship with Sachin for the last 15 years and we celebrate every ball he plays. We are launching a much larger campaign -- Adidas Is All In -- where he plays the protagonist," Adidas Brand Director Tushar Goculdas said.

With the launch of the new campaign in India, Adidas will be bringing its new global positioning in the country, he added.

Tendulkar's brand endorsement manager World Sports Group, however, said the milestone will not necessarily result in his fees going upwards.

"This will not have any impact on his valuation," WSG Country Head and Senior Vice President Harish Krishnamachar said, however, adding a few clients had made plans to roll out campaign and activations on the record.

Tendulkar today completed his much awaited 100th international century at Dhaka's Shere Bangla National Stadium against Bangladesh in the ongoing Asia Cup.

Congratulating the Master blaster on his record Mahindra & Mahindra Vice-Chairman and MD Anand Mahindra tweeted: "Sachin proved the Budget that mattered was his budgeted score...Bravo, to an authentic legend."

In another tweet liquor baron Vijay Mallya said: "Congrats Sachin on 100 International centuries. A glorious World Record never to be beaten."

Biocon India CMD Kiran Mazumdar Shaw also tweeted: "Phew! I am so glad that Sachin got his record of records! Great news amidst the disappointing Budget announcements! My congrats to this great hero of our times."