When beverage major Coca Cola signed on cricket maestro Sachin Tendulkar early this month, the company paved the way for a dramatic play-off with India captain Mahendra Singh Dhoni who is heading rival Pepsico India's brand endorsement projects.
Coke, it is understood, is paying Tendulkar Rs 20 crore for a three-year deal.
Image: Getting ready to fly. With the World Cup round the corner, Sachin and the other top Indian cricketers are in great demand for ad campaigns.
Text: Business Standard