| SACHIN AND ENDORSEMENTS |
| G WORLD CRICKET SECTION |
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Sachin Tendulkar and Endorsements His first ad campaign Sachin Tendulkar shot his first ad for Band-Aid which was a Johnson and Johnson product. Remember the ad where he plays cricket with the children in the backyard and when one of the kids gets hurt trying to catch the ball Doctor Sachin offers him a Band-Aid. The first ad he shot with a cricketer The first time Sachin ever shot an ad with a cricketer was for Boost. Sachin shot the ad with Kapil Dev. More ads follow Sachin's biggest ad campaign in his early years was for International brand Gillette. He also endorsed Action shoes. The Pepsi ad with Vinod Kambli and Azharuddin was perhaps the most famous and widely remembered one in his early years. The contract with World Tel Sachin Tendulkar became a multimillionaire almost overnight after he signed a multi million dollar deal with Mark Mascerenhas' Connecticut based production company World Tel. International Management Group (IMG) had also bid for Sachin Tendulkar but Mark Mascerenhas and World Tel outbid them. Although there was no official disclosure on the amount that was paid to him, sources say that the five year contract starting 1996 fetched him close to $10mn (about 40 crore rupees). The contract with World Tel meant that Sachin would be promoted like a brand name and be used to endorse a number of internationally renowned products. Thus Sachin became a cult figure and he endorsed a number of ads notable ones among them being the Pepsi ad which was a fitting riposte to the Coca Cola ad and that started off the Cola war between the two Cola giants. Coca Cola was promoted as the official drink of the World Cup, Pepsi then came out with the ad featuring Sachin Tendulkar along with a host of other cricketers including Allan Donald, Kambli and Azharuddin. The ad said 'Nothing official about it'. He also endorsed products like Visa, Philips and MRF tyres. In 1998 he was signed by giant international sportswear firm Adidas for yet another multi million dollar deal. In 1998 Sachin also endorsed Colgate Total and it also marked the beginning of the toothpaste war with Hindustan Lever as they had already signed up stars like Saurav Ganguly and Ajay Jadeja to promote Close Up. Sachin was generous in getting the Bombay Ranji Trophy team a contract with Today's Pens after their contract with Reebok had expired. There were rumours going around then that Reebok were keen on renewing the contract with Mumbai but Sachin did not want a rival sportswear firm to sponsor his state team as he would then have had to wear the Reebok Logo and he had already signed the contract with Addidas. Humble Sachin During a recent shoot for Pepsi, with ad director Pralhad Kakkad, Sachin refused to shoot unless the director changed the script. The ad in question here is the one in which Sachin is hitting the ball with a stump along with the jingle that goes 'ae Sachin aaya re bhaiyya'. This was the modified version of the ad. The original ad showed bowlers bowling to him and Sachin hitting the bowlers all over the park with a Fly Swatter. Sachin refused to shoot the ad saying "The commercial would indicate that I am bigger than the game." The ad was then changed and shown as Sachin practicing and hitting the ball with a stump. |
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