India Inc has high hopes on Sachin

India Inc is waiting eagerly to celebrate Sachin Tendulkar's world record of 100th century in international cricket-widely expected during India's ongoing tour of England.

"A whole lot of advertisers plan to air ads across media including news channels, print media and online the day Sachin makes his 100th 100," said Navin Khemka, senior VP at media buying firm Zenith Optimedia, whose client list includes Reckitt Benckiser. "This includes both brands associated with him and those who are not”, he added further.

Coca-Cola is releasing 6.5 million special 'Sachin' cans, insurance services provider Aviva will fly lucky contest winners to London to meet Sachin.

Top retailer Future Group, photographic and digital imaging firm Canon and consumer electronics firm Toshiba too have their plans in place while others like sportswear and footwear maker Adidas are still finalising their strategies.

ESPN Star Sports, official broadcaster of the series, expects to rake in 180-200 crore from the series, largely riding on expectations of Sachin's hundredth century.

Canon and Future Group have even bigger plans this time.