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Howzaat! Sachin's Out!

Pepsi is severing its decade-old marketing relationship with India's celebrated cricket icon Sachin Tendulkar.

By LIFS August 9, 2008 at 8:05 PM
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Pepsi has reportedly severed its decade-old marketing relationship with India's celebrated cricket icon Sachin Tendulkar.

 
The company balked at Tendulkar's annual $1 million price and also because its marketers felt he does not quite have the appeal in the younger generation. The company had earlier dropped former Indian captains Rahul Dravid and Sourav Ganguly as its brand ambassadors as well. Instead, according to media reports, the company is repositioning its 'Yeh hai youngistan meri jaan' campaign with younger (and presumambly cheaper) brand ambassadors Ishant Sharma and Rohit Sharma. 

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Odds & Ends | Magazine | August 2008

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