He personifies the 'new India' – someone with the confidence and desire to excel. Sachin is not transitory like bollywood Actors. Sachin is 'real', Sachin is a face of indian and world cricket in todays world . In ad terms, He has the performance connect plus the personality connect."
"You've got to create heroes and you've got to pay them," said Mark Mascarenhas of WorldTel back in 1995 after he made Sachin Tendulkar India's first multimillionaire sportsperson. Make no mistake Sachin Tendulkar is a cricketer and a brand all rolled into one.
Sachin Tendulkar endorses the following products:
* Pepsi: 1992 - Present
* Canon: 2006 - 2009
* Airtel : 2004-2006
* Aviva Insurance
* Nazara Technologies: 2005 - 2008. License for Mobile Content development based on Sachin.
* Reliance Communications sub-licensed brand 'Sachin Tendulkar' to update the user of the latest 2007 Cricket World Cup scores and news in Sachin's voice.
* Hutch - ICC's prime communication sponsor protested calling Reliance's plan as 'ambush marketing a charge that Reliance Communication denies.
* Britannia: 2001 - 2007
* HomeTrade: 2001 - 2002
* Sunfeast: 2007 - 2013/14
* National Egg Coordination Committee (NECC): 2003 - 2005
* Boost: 1990 - Present
* Action Shoes: 1995 - 2000[82]
* Adidas: 2000-2010
* Fiat Palio: 2001 to 2003
* Reynolds: 2007 - Present
* TVS: 2002 - 2005
* ESPN Star Sports: 2002 - Present
* G-Hanz: 2005 - 2007
* Sanyo BPL: 2007 - Present
* AIDS Awareness Campaign: 2005
* Colgate-Palmolive
* Philips
* MRF
* VISA
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