New Delhi, Jan 23 (Agencies): Master Blaster Sachin Tendulkar will now endorse the soft drinks giant Coca Cola after the company on Sunday announced signing  him as its 'Happiness Ambassador'.

"We are extremely pleased to have Sachin on board as the Company's 'Happiness Ambassador'. He will help us spread happiness through our actions and various initiatives,"   Wasim Basir, Director, Integrated Marketing Communication, Coca-Cola India, said in a company statement.

The Cricket legend had until 2008 served as a celebrity icon for the rival softdrink major PepsiCo before the company dropped him as part of a corporate strategy to phase out aging
ambassadors, including fellow cricketers Sourav Ganguly, Rahul Dravid and Bollywood actor Shah Rukh Khan.

"I am pleased to become a part of the Coca-Cola family... I look forward to a long and significant innings with the Company," the master blaster said of his new innings.

Tendulkar will play his part in the company’s various strategic communication initiatives including its corporate, CSR and brand campaigns, according to the Coca Cola India company statement.