Say hello to Sachin Tendulkar-branded toothpaste

You've seen Yuvraj Singh branded merchandise, tested your culinary skills with Sanjeev Kapoor branded cook-books, used Shahnaz Hussain branded herbal and ayurvedic products and probably sprayed on yourself some Amitabh Bachchan branded perfume.

Now its time to brush your teeth with celebrity branded tooth-paste.

Future Group, one of the country's largest retailers has roped in India's biggest sporting icon Sachin Tendulkar to co-create 'Sach', a toothpaste that will be available at its outlets, viz. Big Bazaar, Food Bazaar amongst others.

The toothpaste brand's baseline is 'Ab Din Ki Shuruvaat Sach Se'.

The company says it is the first ever co-created private label in this segment. The Sach brand entered the oral care category with its toothbrush range last year. Future Group says that the range has about 25% market share in Future Group stores and the new Sach toothpaste will complete its presence in the oral care category.

Kishore Biyani, group CEO, Future Group said, "We are extremely delighted to have Sachin Tendulkar, a person every Indian likes to emulate, to co-create brand Sach. We are confident that brand Sach will build an emotional connect with consumers, inspire the youth and will create a history like Sachin always does."

Tendulkar, designated co-creator of brand 'Sach' commented, "It’s a tremendous opportunity of being part of the Future Group. As a team we can take this brand to such heights where others can only admire." 

Devendra Chawla, head - private brands, Future Group said, "'Ab Din Ki Shuruvaat Sach Se' is the brand's core message that is drawn from the basic Indian values of inculcating good habits, and inspired from Sachin as an individual who stands for humility, honesty and Integrity and also the product truth and functionality of brushing teeth every morning. The product has been tested against the best brands in the country. Also, especially for this launch we have planned a 'Master Blaster Pack', which will create huge consumer excitement."