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Sachin- Coke's 'happiness ambassador'
www.engageindian.com/.../Sachin-Cokes-happiness-ambassador.ph... - Cached24 Jan 2011 – The US-based beverage giant Coca-Cola has signed a three-year endorsement deal, worth nearly Rs 20 crore with the great Indian cricket icon ...
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Coke's plans for Sachin ton
18 Jul 2011 – Beverage giant Coca-Cola will commemorate Sachin Tendulkar's 100th international century — when the milestone is reached — by launching some ...
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Sachin Tendulkar now on Coke cans
www.sify.com › News - CachedSachin Tendulkar now on Coke cans. 2011-07-18 21:32:00 ... Coca-Cola is printing the cricketing legend´s pictures along with statistics of his select 10 ...
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Coca Cola, Sachin ink Rs 20-cr deal - Indian Express
www.indianexpress.com/news/coca-cola-sachin-ink-rs.../733751/ - Cached5 Jan 2011 – Coca Cola, Sachin ink Rs 20-cr deal - Master blaster Sachin Tendulkar ...used for any purpose other than to inform the recipient(s) of your ...
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Coca Cola Cans Sachin Tendulkar for Fans and Posterity | Bleacher ...
bleacherreport.com/.../770785-coca-cola-cans-sachin-tendulkar-for-... - Cached18 Jul 2011 – Sachin Tendulkar's 100th ton will be celebrated with his image on the side of 6.5 million Coke cans within the next fortnight. ...
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Coca Cola, Sachin ink Rs 20-cr deal
www.financialexpress.com/news/coca-cola-sachin-ink-rs.../733751/ - Cached5 Jan 2011 – Tags: Coca Cola Sachin Tendulkar Endorsement Deal | Sachin Tendulkar ...or violate privacy of any person (s) or breach confidentiality or ...
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Indian cricket team's flop show in England: Sachin Tendulkar's ...
3 hours ago – Coke has only released limited number of cans because the negative sentiment ... India?s flop show takes fizz out of Sachin?s 100th ton hype ...
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Sachin Tendulkar strikes Rs 40 cr, two villas in new endorsement ...
28 Jan 2011 – PUNE/BANGALORE: It must be the greatest start Sachin ...
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Sachin Tendulkar signs up with Coca Cola and S. Kumars « Gyaniz Blog
gyaniz.wordpress.com/.../sachin-tendulkar-signs-up-with-coca-cola-... - CachedSachin Tendulkar signs up with Coca Cola and S. Kumars January 28, 2011 ... within days of Coca-Cola announcing a Rs 20-crore, three-year contract with him. ...
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Sachin is Coke's 'Happiness Ambassador' - Hindustan Times
www.hindustantimes.com/Sachin-is-Coke-s.../Article1-653795.aspx - Cached23 Jan 2011 – Master Blaster Sachin Tendulkar will now endorse the softdrinks giant Coca Cola after the company today announced signing the master blaster ...
Indian cricket team's flop show in England: Sachin Tendulkar's 100th ton hype gives sleepless nights to Coca-Cola, Canon & Future Group
India?s flop show takes fizz out of Sachin?s 100th ton hype
NEW DELHI: Capture 99 moments; one more to go', announces Canon's latest campaign. Sounds like a decent marketing plan? Only, the Japanese photographic and digital imaging firm's campaign to celebrate Sachin Tendulkar's century number 100 is stuck. Because Indian cricket fans are no longer talking about the master batsman's great feat. The Indian cricket team's disastrous performance in its ongoing series in England has left corporates such as Coca-Cola, Canon and Future Group stranded halfway down the pitch with their plans to cash in on Sachin's 100th century.
"When marketers plan big campaigns around a milestone, they have to factor in uncertainty, especially in sport," says Mahesh Chauhan, co-founder of advertising and marketing firm Salt Brand Solutions. But then, Chauhan says these brands will be winners sooner than later.
"When marketers plan big campaigns around a milestone, they have to factor in uncertainty, especially in sport," says Mahesh Chauhan, co-founder of advertising and marketing firm Salt Brand Solutions. But then, Chauhan says these brands will be winners sooner than later.
(In pics: Coke, Future Group, Toshiba, Canon, others rush in to cash in on Sachin Tendulkar | 'Pappu' connects with consumers; becomes darling salesman for marketers | Coca-Cola to roll out 6.5 million 'Sachin' cans as part of 100th century celebrations )
"Though the negative sentiment around the India team may be impacting their plans marginally now, there's no dispute on Sachin being a cricketing God; brands associated with him will be winners as and when he does get his 100th century."
MS Dhoni and team have already lost the first three tests and their number one ranking to England and most cricket commentators do not rate India's chances very high in the fourth and final test starting on Thursday.
Going by English seamers' domination over all Indian batsmen, except Rahul Dravid, so far, it will be a surprise if Sachin scores his hundredth international century in this match. Even if he does, the celebrations may be muted if the team's overall show continues to be dismal. "If Sachin scores a century and India still loses in the fourth test, the celebrations will be somewhat muted," says Shashi Kalathil, former marketing director of beverage maker PepsiCo and former CEO of Neo Sports, who now runs marketing consultancy Y Factor.
And clearly, unlike cricket commentators, corporate India does not enjoy the glorious uncertainty of cricket, even though they wouldn't admit it. Beverage maker Coca-Cola is perhaps the most impacted as its plans to flood shop shelves with 6.5 million 'Sachin' special cans in the peak cola season, which is March to August, have lost a lot of fizz.
Coke has only released limited number of cans because the negative sentiment riding against team India means the beverages maker is unable to ride any cricket hype.
"If Sachin makes his 100th ton in, say, winters, the commemorative cans may not see that much consumer offtake because that's not season for soft drinks. It's certainly been a big setback for Coke, at least so far," an official close to the company said.
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