Sachin Tendulkar to bat for Coke now?

Pepsi's loss may be Coke's gain. After Pepsi dropped him as brand ambassador two-and-a-half years ago, master blaster Sachin Tendulkar is reported to have finalised a three-year endorsement deal with rival Coke.

This is estimated at around Rs 20 crore. Incidentally, PepsiCo had dropped 37-year old Tendulkar as part of its strategy to phase-out aging brand ambassadors, including ex-India captains Sourav Ganguly and Rahul Dravid, and actor Shah Rukh Khan.

The reports add that Coke is expected to start shooting a new television commercial with Tendulkar early next month. Now Coke has denied these reports. And, the World Sport Group, which manages Tendulkar's endorsements, has declined to comment.

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