Coca Cola on Sunday confirmed reports that it had signed batting maestro Sachin Tendulkar as its brand ambassador (See: Coca Cola signs Rs20 crore deal with Sachin Tendulkar)

The beverage giant said that Tendulkar will act as its 'happiness ambassador', working on the company's various strategic communication initiatives, including its corporate, CSR and brand campaigns.

The three-year endorsement deal with Tendulkar is estimated to be around Rs20 crore. Coca Cola also has Indian opening batting batsmen Gautam Gambhir on board as ambassador besides Bollywood actor Imran Khan.

Coca Cola's portfolio in India consists of Coca Cola, Diet Coke, Thums Up, Fanta, Sprite, Maaza, Minute Maid Pulpy Orange and Kinley.