sachin tendulkar
India cricket legend Sachin Tendulkar will fight against drug abuse in KeralaIANS

When everything fails, India cricket legend Sachin Tendulkar comes to the rescue. The little master has already a high popularity in God's own country in the recent years after he became a part of Indian Super League team Kerala Blasters.

Now, the Kerala government wants Tendulkar to help them out in the state's battle against liquor and narcotics. The 43-year-old will be inaugurating a statewide campaign called 'Vimukthi', launched by the CPI(M)-led LDF government in the state to raise awareness against drug abuse in Kerala. The inauguration takes place on November 20.

Tendulkar agreed to be a part of the event after a discussion with Kerala Chief Minister Pinarayi Vijayan at the Secretariat in June, regarding the rising drug abuse menace in the state. On Monday, State Excise Minister TP Ramakrishnan today told the Kerala Assembly that Tendulkar will be present during the inauguration of the event.

"The state-level inauguration of the government's anti-liquor and narcotic campaign will be held on November 20. Sachin Tendulkar, who had already agreed to be part of the drive, will participate in the inaugural function," said Ramakrishnan.

Liquor and drug abuse has been on the rise in Kerala in recent times and that has propelled the government to come up with anti-narcotic campaigns. The Pinarayi Vijayan-led government has set up 'anti-narcotic clubs' in over 700 colleges and a number of schools across the state in an effort to check the ongoing menace.