Cricket legend and Bharat Ratna Sachin Ramesh Tendulkar on Wednesday began a new innings – as the ‘National Icon’ for voter awareness and education for the Election Commission of India (ECI).
A MoU was signed with the legend for a period of three years at an event organised at Akashvani Rang Bhavan, New Delhi in the presence of Chief Election Commissioner Rajiv Kumar and Election Commissioners Anup Chandra Pandey and Arun Goel.
Sachin Tendulkar and elections:
This collaboration marks a significant step towards leveraging Tendulkar’s unparalleled impact with the youth demographics for increasing voters’ participation in the forthcoming elections, especially in General Elections 2024. The ECI through this partnership aims to bridge the gap between citizens, especially youth and urban populations and the electoral process thereby, trying to address the challenges of urban and youth apathy.
What does Sachin say?
Sachin, in his role as the National Icon for the ECI, expressed enthusiasm and commitment to the cause, and said that for a vibrant democracy like India, the youth play a key role in nation building. ”The hearts that beat for ‘Team India’ during sports matches, with the unified cheer – ‘India, India!’ shall also beat the same way to take our precious democracy forward. One simple yet most powerful way to do that is to cast our votes regularly,” he said.
He said: ”From thronging stadiums to thronging polling booths, from taking time out to stand by the national team to taking time out to cast our votes, we shall keep up the spirit and enthusiasm. When youth from the nooks and corners of the country participate in large numbers in electoral democracy, we shall see a prosperous future for our country.”
Speaking on the occasion, CEC Rajiv Kumar said that Sachin, an icon revered not only in India but globally, has a legacy that extends far beyond his cricketing prowess. He said Sachin’s illustrious career is a testament to his commitment to excellence, teamwork, and the relentless pursuit of success. His influence transcends sports, making him an ideal choice to bat for ECI and drive up voter turn-outs.
The collaboration will encompass a range of activities, including Tendulkar promoting voter awareness in various TV talk shows/ programs and digital campaigns etc, all aimed at raising awareness about the importance of voting and the role it plays in shaping the nation’s destiny.
The MoU was signed by Sachin Tendulkar at a function in the presence of Chief Minister Eknath Shinde, Deputy CM Devendra Fadnavis and Minister for Medical Education Girish Mahajan.
The Maharashtra government has signed a memorandum of understanding (MoU) with Sachin Tendulkar appointing the former cricketer as the ‘Smile Ambassador’ for its oral hygiene campaign. The agreement is valid for five years. The campaign is a part of the Indian Dental Association’s push for oral health.
The MoU was signed at a function in the presence of Chief Minister Eknath Shinde, Deputy CM Devendra Fadnavis and Minister for Medical Education Girish Mahajan.
Deputy CM: Sachin never endorses tobacco products
“While many celebrities are endorsing cancer-causing tobacco products, Sachin never does that. We are thankful to him for being the brand ambassador for our Swachh Mukh Abhiyan (oral hygiene campaign). Our aim is to send the message of oral hygiene to all the people of Maharashtra,” Fadnavis said.
Tendulkar says important to maintain good health
Tendulkar stressed the importance of maintaining good health. “When I was young I used to play many sports. I realised how a disciplined life is crucial to maintaining good health,” he said.
The Bharat Ratna awardee said he was proud to be part of the campaign and thanked the government for associating him with the drive. “Today is a special day for me… I thought that this initiative is so good that I need to be a part of it and contribute to it,” he added.
COLOMBO: Indian cricket legend Sachin Tendulkar pitched for a nutrient-rich diet and quality education for children during his school visits in Sri Lanka where he also teamed up with people impacted by the COVID-19 pandemic and the country’s worst economic crisis.
Addressing an event, the iconic cricketer, in his role as UNICEF‘s Goodwill Ambassador, said, “Children are the future; if we support them today, they will make us proud tomorrow.”
Tendulkar said he was sorry to know that many households in Sri Lanka can’t afford to give quality and the quantity of food required by children.
“Many children suffer from stunting,” he said at an event hosted by UNICEF.
Tendulkar, 50, was appointed UNICEF Ambassador for South Asia in 2013 to advocate good hygiene and sanitation across the region.
“When I played school matches, the tendency was if I was batting at lunchtime not to have anything to eat. I would have a couple of soft drinks and a bat,” he said.
Tendulkar said he had to prepare differently when the playing standards got better. “This preparation was something I unknowingly ignored,” he said.
The cricketer later learned that not having a proper lunch impacted his view. “I got out after lunch at an important match, and the first thing I wanted to do was to eat,” he said, calling it a big lesson in nutrition.
“Children require a nutrient-rich diet and quality education to reach their full potential. By investing in their education and nutrition, we are not only investing in their future but also every country’s future,” said Tendulkar.
Pointing out that measures have been taken in India to tackle child malnutrition, Tendulkar said, “Something unique has started in India, which is local therapeutic foods, ready-to-eat packages.”
Through his role as a UNICEF Regional Goodwill Ambassador, Tendulkar has been committed to promoting child rights, protection, and development across the South Asian region.
“Children are the best teachers. They help us see (the) wisdom in the simplest of things. In this school situated in a serene Sri Lankan village, we observed compassion towards all beings,” Tendulkar posted on the social media platform X, formerly known as Twitter.
“All children take a few portions of food from their plates and keep it on a common plate – which is then served to birds. Such a beautiful thought on sharing, being grateful for our blessings and compassion. Something all of us can emulate,” he said.
On Monday, he visited the UNICEF programmes in the rural Sabaragamuwa province and met with children and parents impacted by the COVID-pandemic and the 2022 economic crisis.
Tendulkar also visited a preschool supported by UNICEF’s midday school meal programme and served children food.
“Every child should have the right to education. It is the foundation for every child,” Tendulkar stressed.
“When you spend time with children, you learn a lot of things”, Tendulkar said, recalling his days as a student and a cricketer. He also urged Sri Lankan children to play sports.
Tendulkar recalled warm memories associated with Sri Lanka during his earlier visits, both as a cricketer and as part of his engagements with UNICEF in 2015, a UNICEF press release said.
His last trip was in 2015 and was made to promote hand washing as a hygienic practice.
Tendulkar said he had been touring Sri Lanka since 1993 and had made many friends here, including Muttiah Muralitharan, the legendary Sri Lanka spinner.
Tendulkar, considered one of the greatest batsmen of all time in cricket, has been associated with UNICEF for over a decade for various causes.
In 2003, he was chosen to take the lead in the initiative to create awareness and promote polio prevention in India, according to UNICEF.
Later in 2008, he was roped in to create and promote hygiene and sanitation among communities and continues to do so over the years.
In 2019, he went on a three-day trip to Nepal to raise awareness for UNICEF Nepal’s ‘Bat for Brain Development’ campaign.
In his almost two-decade-long partnership with UNICEF, Tendulkar has been vital in furthering the campaigns, especially the ones aimed at providing a better future for underprivileged children.
“Together nations can do wonders, and that is the aim of my trip here. A brilliant learning experience for me, thank you so very much, UNICEF,” he said.
“It’s his breakfast time,” our guide whispered. On a fine morning in the Tadoba Andhari Tiger Reserve, our jeep came in proximity of a tiger, mere steps away, its gaze fixed upon us. It was a chilling yet exquisite moment we experienced amidst Tadoba’s wilderness.
Often seen as a symbol of strength and elegance, tigers have long captured our imagination. Be it for their predominant role in sustenance of the jungle or for their significance as our National Animal, tigers carry the essence of our wildlife heritage. However, as we all come across accounts of creatures that once thrived in numbers but have gone extinct now, conservationists and wildlife experts have a similar fateful concern for the regal predator, if not looked after well.
The awareness around tiger conservation dawned upon me in the later part of my playing days. I realized how our busy lifestyle keeps us away from the concerning issues pertaining to nature and its conservation. Although I got the opportunity to be associated with various causes while playing, I believe it is not until we observe the implications ourselves that we get the crux of it.
My tryst with tigers is mostly supplemented by my visits to the tiger sanctuaries including the Tadoba Andhari Tiger Reserve and the Ranthambore National Park, among others. These National Parks, standing as bastions of tiger conservation in Maharashtra and Rajasthan, respectively, amplify the efforts taken by the communities co-existing in the periphery and the forest officials.
Forest reserves also boast of a distinct flora and fauna that keep the ecosystem thriving. One can see Arjuna trees thriving by the riverbeds, and teaks and mahuas beautifying the lanes of the jungle. On one of our visits, we were astonished to learn how tigers convey their strengths to other tigers by clawing on the pale-and-smooth-skinned ‘ghost trees’. This sense of cohabitation among the flora and fauna creates the core of the national parks and forest reserves. Communities navigate life around the peripheries of such diverse ecosystems. Their lives revolve around the livestock and the forest produce.
However, something that strikes me often is the way the children grow amidst the lap of nature and around the habitats of the tiger. This is true for all the communities and tribes living around national parks and forest reserves. They tend to cultivate a deep sense of respect and appreciation for wildlife from an early age. We were once welcomed heartily by an eager bunch of children when we stopped by their school in Tadoba. Their delight was unparalleled upon receiving new books and school kits. Their knowledge around tigers and other animals and birds, at such a tender age, was commendable. Groomed well, this younger generation holds the potential to be more considerate towards tiger conservation. Just one interaction with them is enough to make you realize their eagerness to learn and prosper.
Conservation is anyway not achievable in isolation; it requires unified efforts. Just like cricket, tiger conservation demands teamwork and collaboration. In recent years, we have witnessed dedicated efforts of forest officials, local communities, and various organizations striving to protect tigers and their habitats.
However, it is imperative that we must acknowledge the results brought in by the ambitious ‘Project Tiger’ that started in 1973. Traversing a long way to mark 50 years this year, this is one of those large-scale projects that have made India’s mark globally. The emerging numbers are encouraging for such a challenging project that builds on the principle to safeguard the regal creature. From a near extinct phase to 3000+ as per the latest census, the project paves way for a promising future for the tigers. Recent campaigns like “Saving Our Stripes” by The Times of India commemorating the ‘Project Tiger’ can also generate awareness among the masses. Nevertheless, for the tiger population to thrive and grow, we need more area under forest cover. This can be achieved through Community Nature Conservancies. These help farm lands to generate more revenue from tourism and improve the lives of otherwise impoverished farmers.
Tigers are keystone species, playing a crucial role in maintaining the balance of ecosystems. Their sustenance ensure the survival of the other species as well as the communities, whom we come across on each of our getaways or visits. We must support collective endeavours to bring back the tigers from ‘endangered’ to a ‘thriving’ status. A future where tigers thrive and lead the ecological balance is where our own sustenance will thrive.
As the country’s economy makes gradual recovery, 3.9 million people, including children, are unable to afford adequate food, and 4.8 million children are struggling to keep learning.
COLOMBO/ KATHMANDU, 8 August 2023: Cricket legend Sachin Tendulkar visited Sri Lanka in his role as the UNICEF South Asia Regional Goodwill Ambassador. Sachin visited UNICEF programmes in the Sabaragamuwa Province and met with children and parents impacted by the COVID-pandemic and the 2022 economic crisis.
Tendulkar recalled warm memories associated with Sri Lanka during his earlier visits, both as a cricketer and as part of his engagements with UNICEF in 2015. He lauded the efforts of all government and non-government organisations in their efforts towards bringing a positive change despite challenging environments.
During the field mission, Sachin visited a pre-school, supported by UNICEF’s ongoing mid-day school meal programme, and helped serve nutrient-rich food to children. Since August 2022, UNICEF’s midday meal programme has been providing nutritious meals to 50,000 preschool children in nearly 1,400 schools across the country. The meal programme has also helped boost pre-school attendance.
“Children require a nutrient-rich diet and quality education to reach their full potential. By investing in their education and nutrition, we are not only investing in their future but also every country’s future,” said Sachin.
At another school Tendulkar visited, he observed teaching and learning activities for grade 3 children where many students shared their desire to stay in school and follow their dreams. Sachin then joined the senior school girls and boys on the pitch for a game of cricket.
“The children I spoke with, are showing great tenacity, and their hope for a better future remains strong. We need to continue supporting them so they keep achieving their goals,” added Sachin.
Tendulkar also visited families living in plantations, to understand their lives better. As part of the support for economic recovery, UNICEF provided cash transfers to more than 110,000 families with children up to two years of age to buy nutritious foods and other vital supplies needed for their children.
Tendulkar also took time to speak to a group of young people from Sri Lanka, in a close ‘Cricket Catch-Ups’ session during which he shared his experiences growing up, in overcoming obstacles, remaining resilient and focused in pursuing his goal. These young people are a part of the UNICEF-supported Children’s Club network of the Department of Probation and Child Care Services.
Sachin Tendulkar was appointed as the first UNICEF Regional Goodwill Ambassador for South Asia in 2013. Since then, he has been playing a pivotal role in improving the lives of children in South Asia.
JetSynthesys has announced the launch of the Sachin Saga Pro Cricket mobile game. Building upon the success of the widely acclaimed Sachin Saga Cricket Champions (Sachin Tendulkar’s official cricket game) with over 30 million downloads.
Players across geographies can indulge in a gaming experience as they step into Sachin’s shoes and experience the thrill of batting, bowling, and fielding like a PRO, true to its tagline #ItsPROtime. The game also features a host of modes, including more than 300 batting shots and tournaments across stunning international stadiums of the world.
“The Sachin Saga mobile game franchise has been one of the ways for me to stay connected with cricket fans. Buoyed by the response that Sachin Saga got, the team started working on Sachin Saga Pro Cricket. There are a host of new features which have been added in this version, we hope players enjoy the same,” Sachin Tendulkar, former Indian international cricketer said.
The game features a host of exciting modes like career allowing players to experience the important phases of their journey; Single-player mode enables them to customize matches and gear up with a special kit; through the multiplayer mode players can build and manage their own team while playing real-time one on one matches and the Tournament mode encourages the players to win various leagues and collect trophies. The version also includes more than 300 iconic batting shots and enables players to play tournaments across international stadiums of the world.
“Sachin Saga Pro Cricket offers a highly immersive and realistic experience, capturing the nuances of the sport and the incredible career of Sachin Tendulkar. The launch of this game is another step towards revolutionizing simulated sports and towards our mission of giving India esports exports to the world,” Rajan Navani, founder and CEO, JetSynthesys said.
Mumbai, June 14, 2023: SRT10 Global Academy, a pioneering sports institution founded by cricket icon Sachin Tendulkar, has appointed Dr. Atul Gaikwad as its Global Head Coach. Dr. Gaikwad has had an illustrious career as a cricket coach spanning 30 years.
Dr. Gaikwad’s extensive coaching journey encompasses mentoring and monitoring high-performance programs for young men and women, as well as educating and training local coaches as a Coach Educator. He is the first Indian resident coach to secure entry into the Elite Level 4 coaching course and successfully achieve certification as a Specialist Level 4 Elite Coach.
With a vision to transform India from a sport-loving nation to a sport-playing nation, SRT10 Global Academy embodies Sachin Tendulkar’s commitment to nurturing young talent and fostering a culture of sporting excellence. As a part of this initiative, the academy provides aspiring athletes with experienced coaches, a comprehensive curriculum, and state-of-the-art infrastructure aimed at inspiring a love for sports and enabling them to unlock their full potential.
Sachin Tendulkar, the driving force behind SRT10 Global Academy, shared his enthusiasm about Dr. Atul Gaikwad’s appointment, stating, “We are happy to welcome Dr. Atul Gaikwad as the Global Head Coach of SRT10 Global Academy. Having known him for years, I have closely seen his work ethic and passion for cricket. His recent achievement as the first coach from India to be awarded the ECB Specialist Coach level four certification is a testimony to his commitment towards cricket coaching. His experience and achievements make him a valuable addition to our SRT10 Global Academy team, and I am sure he will play his part in continuing our mission of inspiring young athletes to fall in love with cricket and achieving their fullest potential.”
Expressing his excitement, Dr. Atul Gaikwad stated, “It is an absolute honour to join SRT10 Global Academy and work towards our shared vision of transforming India into a nation that not only loves sports but also actively participates in it. I am committed to utilizing my experience and expertise to nurture and develop young talent, empowering them to become future sporting stars and contributing to the growth of Indian sports.”
Situated within the renowned DY Patil Sports Academy, SRT10 Global Academy goes beyond traditional coaching methodologies, nurturing the holistic growth of young athletes. Supported by a team of experienced coaches, the academy creates a nurturing environment where children can discover their passion for sports and strive to become the best versions of themselves.
Dr. Vijay Patil, President of DY Patil Sports Academy, expressed his support for the new appointment, stating, “We are delighted to have Dr. Atul Gaikwad join SRT10 Global Academy. With his exceptional coaching credentials and passion for player development, he is a valuable addition to our team. We look forward to witnessing the positive impact his leadership will have on our young athletes.”
The campaign launched with a film featuring the cricketing legend that highlights how technology will deeply disrupt every aspect of life
Life insurance company Ageas Federal Life Insurance has launched its new brand campaign – ‘Sachinverse’, an optimistic vision of the future.
The campaign launched with a film featuring cricketing legend and brand ambassador, Sachin Tendulkar that highlights how technology will deeply disrupt each and every aspect of life from education to social interaction, to mobility, to household chores and even cricket.
In a virtual ‘Sachinverse’, the different avatars of Sachin Tendulkar take viewers through various scenarios including a virtual cricket stadium, onion-chopping robots, holographic cafes and a driverless car all rendered in a heady mix of animation styles.
Driving home the message that while the future might be exciting, evolving and uncertain, by focusing on financial planning and investing in life insurance, one can face the future with optimism, hope and confidence, the company stated in the press release.
Karthik Raman, chief marketing officer and head – products, Ageas Federal Life Insurance said, “As we gear up for a very different future, our latest campaign, Sachinverse talks about being prepared for a landscape that is rapidly being reshaped by technology.
“Building on our long-term brand philosophy of #FutureFearless, we continue to remind people that with timely investment in life insurance, they can be adequately prepared for any uncertainties or disruptions that life throws at us,” Raman added.
Despite retiring from cricket 10 years ago. Sachin Tendulkar remains a top draw amongst India’s advertisers as the cricket legend still endorses 15 brands including Apollo Tyres, ITCs Savlon, JioCinema, Spinny, and Ageas Federal Life Insurance.
Despite the belief that cricketers have a shorter shelf life for endorsements compared to Bollywood stars, Tendulkar’s brand endorsement value is valued at $73.6 million, according to Kroll’s Celebrity Brand Valuation Report for 2022. According to industry sources, he charges ₹7-8 crore per year for an endorsement deal.
But Tendulkar, who celebrated his 50th birthday on Monday (Apri1 24), is least bothered about these valuation numbers. “I don’t think so much into these things – I just try to be myself,” he told ET. After working with third-party sports management companies, Sachin and his wife Anjali have now set up SRT Sports Management, a company that manages all his social and commercial partnerships.
“By creating my own setup, I am able to have a deeper and better connection with all the partners I work with. The team at SRTSM understands my value systems and works with partners towards creating win-win partnerships,” he said.
Sachin has always been very careful when selecting the brands that he wants to associate with. The lens he has used to select endorsements has always been about the brand’s impact on people’s lives, followed by the vision and purpose the company lives by.
“I look at authenticity Whatever is being said in communication, should also be done to fulfill that promise. That is how one can win the trust of people. Finally, it is teamwork, and therefore the comfort of working with the partner is very important,” he stated.
Sameer Satpathy Divisional Chief Executive, Personal Care Products Business, ITC, said Sachin is a generational icon whose persona extends beyond cricket. “He vibes well with every generation, especially children, and is revered globally,” he added.
“Sachin was personally invested in every aspect of the Savlon Swarth India Mission as its Hand ambassador.” For Spinny Founder & CEO Nirai Singh, Sachin will always be an Icon of integrity and consistently perform at the highest level. “Now, even at 50, Sachin is a personality who’s stayed true to himself, he’s as much a mature gentleman as much as he embraces a child-like charm,” he added.
He added that Spinny’s association with the cricketing legend has helped the brand to tell Its story, and vision effectively. Vighnesh Shahane, CEO & managing director, Ageas Federal Life Insurance, noted that the company has gone from being the 17th largest insurance firm in India before signing up Sachin to entering the top 10 after it teamed up with the cricketing maestro in 2015.
‘Over the last eight years, there are so many qualities of Sachin that have rubbed on positively to the brand,” he said.
To commemorate Sachin’s 50th birthday, brands like Amul, Spinny, Tanishq, Apollo, and Ageas Federal Life Insurance have planned consumer connect initiatives across mediums. Tanishq has created a curated range of 100 solitaires to celebrate his 50th birthday. Ageas Life Insurance has sponsored a documentary and a book titled SRT@50. As part of its brand activation, Spinny has recreated Sachin’s first car which has been stationed in Mumbai’s Band Stand area on April 23 and 24.
Amul has created a video montage featuring its past 50 ads that capture Sachin’s cricketing journey. Meta India organised a session with Sachin at its Mumbai office which was attended by 50 content creators. Even At 50, Brand Sachin has taken a fresh guard in the hyper-competitive world of brand endorsements.
The unveiling also took place 30 years after Mr. Lara made his famous innings of 277 against Australia at the SCG in 1993 and the West Indies great was thrilled to receive the honour.
The Sydney Cricket Ground (SCG) on Monday used legendary Indian cricketer Sachin Tendulkar’s 50th birthday celebrations to unveil gates at the iconic Australia venue that are named after the India legend and fellow cricketing great Brian Lara from West Indies.
All visiting players will now take the field through the newly-named Lara-Tendulkar Gates, with the duo bestowed with the honour on Monday to coincide with Mr. Tendulkar’s 50th birthday.
Mr. Tendulkar’s first Test century on Australia shores came at the picturesque Sydney venue and the champion right-hander averaged a whopping 157 from five Test matches at the ground. In 13 international matches at SCG, Mr. Tendulkar has scored 1,100 runs at an average of 100, with four centuries and four fifties and the best score of 241*.
Behind West Indies’ Viv Richards (1,134 runs) and Desmond Haynes (1,181 runs), he is the third-highest run-scorer at the venue among non-Australian players. Mr. Tendulkar loves playing in Australia and numbers prove it. In his 67 international matches there, Tendulkar scored 3,300 runs at an average of 42.85. He scored seven centuries and 17 half-centuries in the country, with the best score of 241*.
Mr. Tendulkar is the fifth-highest non-Australia run-scorer in Australia, behind Brian Lara (3,370 runs), Virat Kohli (3,426 runs), West Indies duo of Desmond Haynes (4,238 runs) and Viv Richards (4,529 runs).
“The Sydney Cricket Ground has been my favourite ground away from India,” Mr. Tendulkar said as quoted by ICC. “I have had some great memories at the SCG right from my first tour of Australia in 1991-92. It is a great honour to have the gates used by all visiting cricketers to access the field of play at the SCG named after me and my good friend Brian. I would like to thank the team at SCG and Cricket Australia for this kind gesture. I look forward to visiting the SCG soon,” added Mr. Tendulkar.
The unveiling also took place 30 years after Lara made his famous innings of 277 against Australia at the SCG in 1993 and the West Indies great was thrilled to receive the honour.
“I am deeply honoured to be recognised at the Sydney Cricket Ground, as I am sure Sachin is. The ground holds many special memories for me and my family and I always enjoy visiting whenever I am in Australia,” said Mr. Lara, who has sensational figures of 3,370 runs in 71 international matches in Australia at an average of 41.09 and eight centuries and 19 half-centuries to his name in the country. Lara has also played 13 matches at SCG, in which he has scored 654 runs in 16 innings at an average of 43.60 with two centuries and a fifty.