This is the first marketing campaign for which Coca-Cola is using its “Happiness” ambassador Sachin, since the two signed a contract, earlier this year. Coca-Cola will release a series of 10 cans, with 10 different designs, each chronicling one of Sachin’s best centuries.
Nine of these centuries have been handpicked by Tendulkar. Each cans will have the image from that innings of Tendulkar along with the statistics of the century.
The company also plans to release 800,000 units of the 10th can, which will be released once Tendulkar scores his 100th international century.