Sachin Tendulkar, India's ace batsman, will be the new brand ambassador of Reynolds. An announcement to this effect will be made on May 15, 2006. 

Reynolds Writing Instruments signed up with Sachin recently as part of the promotional exercise of Reynolds. Whether it's centuries or double-digit runs from the master batsman; whether he is in the twlight of his career or not; whether he's to be called Tendulkar or Endulkar as some ill-informed, prejudiced critics say, companies including multi-nationals, are keen to sign up Sachin for endorsements as there is a huge following for the cricket star.

Music, Movies and Mamta Are you ready: Image makeover Red One for Achchamundu! Achchamundu! A day-trip to Dakshin Chitra குசேலன் நஷ்ட ஈடு: தணிந்த சூடு வில்லன் வேடத்தில் சீயான் கலங்க வைத்த இசையமைப்பாளர்

With Parker having already signed up Amitabh Bachchan, Reynolds must have been on the look-out for a brand ambassador with an equally strong presence.

Already, Sachin does endorsements for Pepsi, MRF Radial Tyres, TVS Automobiles and so on.

Pen is mightier than the sword, it is said. With Sachin's endorsement, the pen is set to become even mightier.

R Rangaraj