Corporates eye to cash on Sachin's 100th ton
By SiliconIndia | Friday, 29 July 2011, 11:30 Hrs
Gambling on sport is forbidden in India, but an extensive urban network of gangsters are carrying this racket for quite a long and they will definitely not part with Sachin 100th ton, hence have made full utilization of it. It is reported that India's cricket-crazy gamblers had betted an unprecedented 2 Billion rupees (28m) on whether or not star batsman Sachin Tendulkar scores his 100th international century in the first Test against England.
Apart from gambling, the corporate giants have big plans to make use of this event. Advertisements featuring Sachin will definitely witness a high rise. Brands that the master batsman endorses lead the drive, of course. While beverage maker Coca-Cola is releasing 6.5 million special 'Sachin' cans, insurance services provider Aviva will fly lucky contest winners to London to meet Sachin.
Top retailer Future Group, photographic and digital imaging firm Canon and consumer electronics firm Toshiba too are ready to leverage on Sachin's unprecedented feat. Canon India Senior VP Alok Bharadwaj said that the camera maker's plans to celebrate the event by capturing '100 good moments with Sachin' with members of the photo community. Future Group which markets personal care products like toothpastes and hand washes under the Sachin brand is working on a limited edition non-standard pack for one of the existing categories to be launched in a few weeks' time.
Even the ESPN Star Sports is expecting to rake in 180-200 crore from the series, largely riding on expectations of Sachin's hundredth century.
The second test will be starting from 30 July in Trent Bridge in Nottingham.
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