Sachin Tendulkar replaces Pepsi with Coke. This means that Sachin, who had endorsed PepsiCo for 10 years had turned off his agreement with the company by stating that he does not find himself fit in Pepsi's `youngistaan' campaign theme. Though he decided to pour some joy for Coca-Cola.

Although company has not made any official announcements but two of their officials have said that Coke has signed a three year endorsement deal with Little Master for Rs 12 crore. Sachin would be declared as its `happiness ambassador'.

Company said in a statement that Sachin would be involved in various strategic communication initiatives including its corporate, CSR and brand campaigns. In reply to this statement Sachin said that he is aware of all the schemes company has undertaken in the areas of community development and sustainability and he would love to lend his support to the company.

World Sport Group, sports management firm is responsible for all Tendulkar's endorsements charged about $1 million per year for every deal. At present, Little Master endorses 14 brands, including Adidas, luxury Swiss watch maker Audemars Piguet, Canon, ITC , Aviva Life Insurance , Royal Bank of Scotland and appliances major Toshiba.

Pepsico has featured Dhoni while Coca-cola has another Indian cricketer, Gautam Gambhir along with Sachin Tendulkar.

More than one million outlets in the country are selling more than eight drinks manufactured by Coca-Cola. His range of drinks includes Cola, Diet Coke, Thums Up, Fanta, Sprite, Maaza, Minute Maid Pulpy Orange and Kinley.

Coca-Cola has invested more than$ 1 billion in its Indian operations, gives employment to about 6,000 people in India taking the company to the position of most significant investors.