Coca-cola, a world-leading beverage firm, has announced Sachin Tendulkar as their new “Happiness Ambassador”. He was an ambassador for PepsiCo, an arch rival of Coke for which he has now signed three-year endorsement deal. As a brand ambassador he will be involved in strategic communication initiatives of Coke, including corporate, CSR and brand campaigns.

When made this announcement 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'. He will help us spread happiness through our actions and various initiatives," 

About this new venture, Sachin said "I am pleased to become a part of the Coca-Cola family... I look forward to a long and significant innings with the Company,"