Digital imaging major Canon India has roped in Sachin Tendulkar as its global brand ambassador for a three-year period starting January 2007. The contract makes Tendulkar the only Indian to represent the company internationally, and the second sporting icon after tennis player Maria Sharapova.The company did not reveal the deal size with Tendulkar.As a global brand ambassador, Tendulkar will play a key role in the brand and product communication on TV, print, outdoor media and various promotions and merchandising material that have been planned for the brand. Canon is also celebrating its 10 years in India next year, the company said in a release today. Canon will also take an aggressive, customer-centric approach to 'Indianise' the brand and establish a strong emotional appeal, the release added."Sachin is the pulse of India, and appeals to all segments of Indian society - young and old, urban and rural, fashion conscious and the intelligentsia. This is the reason behind our association," Alok Bharadwaj, vice president of Canon India, said. He added: "Year 2007 is a vital milestone as Canon is looking at leadership position in many of its product categories. This association will help in reaching that position faster."
