In a country where cricket is worshipped as a religion, Sachin Tendulkar didn’t just play the game, he became its eternal deity. Long before algorithms dictated brand visibility and influencer engagement was measured in click-through rates, India had already discovered its most bankable face- a curly-haired teenager who walked into the pitch at 16 and, over time, into the hearts, and households, of a billion people.
It was November 15, 1989, when the 16-year-old boy from Mumbai, made his debut against Pakistan.
While it’s been over a decade since he last lifted a bat in a professional match, the chant of “Sachin…Sachin…” still echoes not just in stadiums but in the boardrooms of brand strategists across the country. On his 52nd birthday, what stands tall, besides his centuries and records, is the enduring phenomenon called Brand Sachin.
According to Kroll’s Celebrity Brand Valuation Report 2023, Tendulkar ranks eighth with a brand value of $91.3 million.
From Boost to BMW, MRF to Spinny, the Master Blaster’s endorsement timeline is as storied as his cricketing career. Tendulkar’s brand associations have always reflected a deeper trust and alignment. Even today, his partnerships span everything from fintech and education to premium automobiles, underlining his continued relevance in an era dominated by GenZ influencers and meme marketing.
But what really sets Brand Sachin apart is not just its longevity, it’s its adaptability. Whether it was lending credibility to legacy brands in the early 2000s, or aligning with digital-first disruptors in the last few years, Tendulkar has managed to strike the rare balance between nostalgia and now.
Let’s take a front-row seat and rewind the masterclass that is Tendulkar’s brand endorsement journey.
Johnson & Johnson
Tendulkar made his television commercial debut with an ad for Johnson & Johnson’s Band-Aid. In the ad, a young Tendulkar is seen playing cricket with a group of children. When one of them gets injured while attempting to catch the ball, Tendulkar promptly offers a Band-Aid strip to help.
Boost
Boost and Tendulkar shared an iconic 25-year partnership that became deeply ingrained in the minds of fans and consumers alike.
Their long-standing association, anchored by the memorable tagline “Boost is the secret of our energy,” firmly positioned Boost as a household name across India. Tendulkar’s enduring presence was instrumental in shaping the brand’s identity and driving its widespread success.
Apollo Tyres
Apollo Tyres appointed cricket legend Tendulkar as its brand ambassador in 2018.
In its latest campaign, created in collaboration with VML, the brand introduces the “Bring out the SUV in your SUV” initiative to spotlight the Apollo Apterra SUV Tyre range. Aimed at SUV owners, the campaign highlights the tyre’s superior performance across diverse terrains and features a TVC starring Tendulkar.
Spinny
In 2021, Tendulkar joined Spinny as both a strategic investor and brand ambassador. As the IPL season unfolds, the used car platform has launched its latest campaign, titled “God Promise,” featuring the cricket star.
The campaign underscores Spinny’s commitment to trust and transparency in the used car buying journey, with Tendulkar spotlighting the brand’s dedication to delivering dependable service across every touchpoint.
Savlon
In 2023, ITC’s personal care brand Savlon appointed the former Indian cricketer as its first-ever ‘hand ambassador’ for the ‘Savlon Swasth India Mission’ campaign. Leveraging Tendulkar’s nationwide appeal, the campaign sought to inspire billions across India to adopt proper handwashing practices.
JioCinema
In 2023, JioCinema named Tendulkar as its brand ambassador, aiming to reinforce its image as the premier digital platform for sports streaming.
Bank of Baroda
Last year, Bank of Baroda appointed Tendulkar as its Global Brand Ambassador, marking the beginning of a strategic partnership rooted in shared values of excellence and trust.
In December 2024, Bank of Baroda unveiled its inaugural ad campaign and brand film titled ‘Play The Masterstroke’, featuring the iconic cricket legend. With the tagline serving as a motivational call to action, the campaign encouraged customers to pursue their aspirations, whether it’s buying a home, getting a car, or reaching a meaningful personal or professional goal.
Unacademy
In 2021, the former Indian cricketer entered a strategic partnership with learning platform Unacademy and was also appointed as its brand ambassador.
One of the campaigns by Unacademy, titled ‘The Power Behind You’, aimed at inspiring students to pursue excellence. The campaign film, shot at an Unacademy Centre, featured Tendulkar alongside a team of Unacademy Educators rallying behind a student as she prepares for her dream exam..
Sugar.fit
In 2024, health-tech startup, Sugar.fit, onboarded Sachin Tendulkar as both its brand ambassador and strategic investor.
As part of its efforts to highlight personal transformation and resilience, the brand launched a campaign titled ‘Live Again Series- The Comeback Stories’, featuring the ‘Master Blaster’ to emphasise Sugar.fit’s mission of empowering individuals to reclaim control of their lives.
Hafele
In his role as brand ambassador for Hafele, the cricket icon appears in an ad where he strolls through a beautifully designed home, sharing how cricket has given him everything in life while only ever asking for two things in return: determination and attentiveness.
Cradling his trophy, the ‘Master Blaster’ speaks about how this attentiveness to detail has transcended the pitch and become a way of life-especially in what he now calls his new playground: his home. As the narrative unfolds, he describes the search for a partner who truly understood his vision of building a home that reflects his personality and would become his favourite place. That journey, he concludes, led him to Hafele.
Towards the end, the cricket legend appreciates Hafele’s ‘intuitive design’.
In addition to the above-mentioned names, Tendulkar has been associated with a wide range of other brands over the years, including Sunfeast, Gillette India, Quaker, Adidas, Coca-Cola India, and several others.
