While launching its new brand campaign, cement maker Jaypee Cement, a wholly owned arm of the Jaypee Group, has appointed master blaster Sachin Tendulkar as its brand ambassador.

Mr. Manoj Gaur, Jaypee Group Executive Chairman, said, “Sachin and Jaypee Cement are a perfect fit as they stand for similar values of inner strength, endurance and ever lasting performance. These value have spurred both to set new benchmarks and made good the dreams and aspirations of all those who believe in Sachin and Jaypee Cement.”

Sachin would get around Rs 4 crore per endorsement on a yearly basis.

The company’s new campaign featuring Cricket legend is being released today, and it will make use of TV, print and OOH media.

The brand also sports a new tag line, ‘Andar Se Solid’ that consolidates the brand's core values of faith, buoyancy and steadiness.

Previously, there were two products under the Jaypee Cement banner, named 'Buland' with the tag line Buland Bharat ka Buland Cement, and Buniyaad, which had the tag line Yugon Yugon ka Saathi.

At the present, both the products have been faded out, and there is only single cement product from the Jaypee Group.

At this time, the brands Sachin endorses comprise Adidas, Aviva, RBS (Royal Bank of Scotland), Canon, MRF and Boost.

In 2008, Cola major PepsiCo dropped Tendulkar as its brand ambassador as the company felt the cricket star was too old to fit in its 'youngistan' communication campaign.