Starting Saturday, master batsman Sachin Tendulkar will promote a no-drugs campaign for the Narcotics Control Bureau (NCB). The campaign, mostly targeted at those in the 18-30 age group, will feature the star cricketer advising people to "Think health, not drugs".

NCB zonal director Yashodhan Wanage said, "Tendulkar is a youth icon; he epitomises health and fitness, which is the theme of our campaign. He has agreed to be part of the campaign and accordingly, his posters with anti-drug messages will be put up across the city."

The campaign follows a United Nations resolution that directed anti-drug enforcement agencies across the globe to observe and promote June 26 as the International Day Against Drug Abuse.

Wanage said many cases had shown youngsters were easy targets for psychotropic substances. "The reasons have been different; peer pressure, lifestyle, or bad influence, the cases are on the rise. It is very important to curb the menace of drug addiction at a very young age."

The bureau is the apex coordinating agency, which also functions as an enforcement agency through its field units located across the country. The zonal units collect and analyse data related to seizures of narcotic drugs and psychotropic substances, study trends, modus operandi, collect and disseminate intelligence and work in close cooperation with the Customs, police and other law enforcement agencies.

Wanage said, "We specifically chose Tendulkar as he is the person whom the world looks up as a role model. We hope youngsters inculcate his qualities of hard work, and commitment in keeping away from drugs and psychotropic substances and lead a happy and peaceful life."

Tendulkar has been off late been associated with various public awareness campaigns like the Brihanmumbai Municipal Corporation's Save Water campaign. He was also made honorary group captain of the Indian Air Force.