True, but it's also true that Pepsi has over the last two years vigorously plumped for a younger positioning, even creating the somewhat ludicrous nomenclature of Youngistaan.
"Pepsi dropping Sachin is a purely creative call. If you are going with Youngistaan, Sachin and Dravid (Rahul, the former captain of the Indian cricket team) don't fit the bill," says Indranil Das Blah, vice-president (sports) with sports management company Globosport.
Seth agrees and disagrees. "Pepsi has continuously adopted for the last two years the position of a youthification brand. In the Indian cricket team, the young and the old are two different buckets. Pepsi cannot talk of a youthful brand without a youthful endorser. But brands don't only stand for youth. The spirit may be youthful. To me, Ram Jethmalani is still youthful."
Image: Tendulkar exults in Australia after India won the tri-series tournament recently. | Photograph: Getty Images
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