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Tendulkar is Coke’s Happiness Ambassador

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Tendulkar is Coke’s Happiness Ambassador

As part of a strategic move, Coca-Cola India announced that it has signed on Master Blaster, Sachin Tendulkar as the Company's 'Happiness Ambassador'. Sachin Tendulkar will play his part in the Company’s various strategic communication initiatives including its corporate, CSR and brand campaigns.

Speaking about the association, Wasim Basir, Director, Integrated Marketing Communication, Coca-Cola India, said," We are extremely pleased to have Sachin on board as the Company's 'Happiness Ambassador'. Sachin will help us spread happiness through our actions and various initiatives. Brand Sachin symbolizes trust, reliability, commitment and endurance and is an embodiment of the country before self virtue. These are attributes that Coca-Cola India closely identifies with and hence this association is a perfect fit. We look forward to a wonderful and fruitful association with Sachin."

On being appointed as the Company's Happiness ambassador, Sachin Tendulkar said, “I am pleased to become a part of the Coca-Cola family. I am aware of the several significant initiatives that the Company has undertaken in the areas of community development and sustainability and I would be happy to play a part in furthering the cause. I look forward to a long and significant innings with the Company.”

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He joined the company in 2016 as Head of India and South Asia at Discovery Network