Big Coca-Cola splash when India cricketer Tendulkar hits 100th century
It's not often that the US takes an interest an cricket, but global giant Coke plans to celebrate in grand style if Tendulkar hits the magic 100.
Coke India will then pour into the Indian market millions of cans picturing Tendulkar's greatest hits. It's not often that cricket excites Americans - but for some reason this has got them going. America's Ad Age magazine, sets the scene, explaining to its readers, " A century refers to a batsman scoring 100 runs during a single game."
Tendulkar has done this 99 times in his 22-year career and is known as the "master blaster" .The test series between India and England started last week , and "in keeping with cricket's snail's pace," will last almost two months, says the magazine .
But there is a big chance Tendulkar will get there, if not in this test, in one of the others.
Kamlesh Sharma, general manager of public affairs for Coca-Cola India said, "It's just a question of when, not a question of whether. India will obviously celebrate when he does, so let's make it iconic and truly a moment to remember."
Coke will roll out 10 cans, each dedicated to one of Tendulkar's most memorable centuries - picked by the batsman himself. In all 6.5 million cans will be distributed, and 800,000 will feature his record-breaking 100th century.
The first nine cans will be released over the next two weeks. Mr. Sharma expects the final can, with Tendulkar hitting his 100th century, will be manufactured and released within a week of it happening.
McCann Worldgroup India CEO Prasoon Joshi( whose songs and scripts have made him a Bollywood star) is personally creating Coke's TV, print and digital campaign explaining the idea behind the 10 cans.
Sharma said Tendulkar, who starred in a Coke-sponsored school fund-raising effort this year, is known for his sincerity, talent, and "placing country before self." He said, "These are also the virtues the company represents."
Ironically, says Ad Age, Tendulkar, 38, worked for rival Pepsi Cola until 2009, when Pepsi dropped him in favour of younger stars .
Here's the Coca-Cola video (sorry - no subtitles, but you get the drift!):