Sachin Tendulkar endorsed health drink Boost after his match-winning performance against England at Old Trafford in 1990. Since then, many brands have been bowled over by the master blaster's sporting prowess and made him cricket's first multi-millionaire. Over last year, a loss of form and a surge in his contemporaries' popularity saw 'Brand Sachin' lose a bit of its shine. But now, with Tendulkar becoming the first man in the history of the game to score 100 centuries after making 114 runs against Bangladesh yesterday, he is set to start a second innings in the advertising field.It's not just his fans who are celebrating. It's also celebration time for the brands he endorses, which are pulling all stops to leverage Sachin Tendulkar's record 100th century."Sachin has been spreading happiness and joy ever since he held the cricket bat in his hand. It is not just his on-field achievements but also his off-the field conduct which makes him a role model for millions," said Atul Singh, president & CEO, Coca-Cola (India and South West Asia). Regular updates on the latest happenings in Bollywood kindly subscribe www.youtube.com/ the bollywoodshow.