Sachin Tendulkar will now be the “brand champion” for Fiat’s world car, the Palio, which will be launched in India in the third week of September. Sachin will endorse the Italian brand for a period of two years and the deal is worth Rs 12 crores.
This is one of the biggest product endorsement by Sachin. Tendulkar’s major endorsement in the past include deals with Pepsi and Today’s pens.
The high profile launch of the Palio is a desperate attempt by the Italian automobile giant to establish itself as a serious contender in the Indian car market, especially in the competitive ‘B’ segment market. Fiat sales have been declining for several years now.
The Palio will be initially launched in two petrol variants with engine capacities of 1,300 cc and 1,600 cc. Fiat India hopes to sell 50,000 units of the Palio in the first year.