The world has been written about Sachin, but this is something that has gone completely unreported. That’s how Sachin wanted it to be. It was 2003. Without much expectations, my team had gone to Sachin to invite him for the launch of my book, The Great Indian Dream. He obviously was busy but he kept the copy of the book. One fine afternoon in 2004, we were overjoyed to receive a call from Vinod Naidu, then the Director of Worldtel, informing us that Sachin had gone through the book and wanted us to meet him. We had no clue what was in store for us. My colleague Deepak Shah went to meet him and what followed was a dream come true for anybody. Yes!! The Master Blaster had agreed to endorse our Great Indian Dream Foundation advertisements!! An association that lasted for 3 years!!! At that time, the market rate for a Sachin Tendulkar endorsement was Rs.4 crores per year and he had decided not to charge a penny for the same from us. Not just that, he had decided to give us one day to shoot...
Dr. Arindam Chaudhuri
(An IIPM Think Tank Blog)