MAM

×

×

Kohli brand driving on the up

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/03/21/kohli.jpg?itok=d_hteZ0g

MUMBAI: From a rambunctious maverick to becoming India’s most celebrated player, Virat Kohli is the man that brands pay crores to get on board.  

Kohli has emerged as the star celebrity of Indian advertising and brands are willing to spend crores to get him. The Indian cricket captain’s brand equity was valued higher than football star Lionel Messi in the Forbes top 10 list of global athletes of 2017 at an estimated value of $14.5 million. According to a recent report by corporate advisers Duff & Phelps, Kohli is India’s most valuable brand surpassing even Bollywood’s king Shah Rukh Khan who held the title since 2014.

Known for his innings, temper and wise choices on field, cricket fans have seen Kohli turn from a brash young boy into a decisive and strong-willed leader. As he matured in his life and cricket, so did his decisions on the brands he associates himself with.

While the early glamour may have pushed him to advocate Pepsi and Fair & Lovely Men, he eventually decided to move away from these brands. He was signed up as the brand ambassador for Pepsi in 2011 but refused to renew the contract which ended in April 2017, saying at the time that he would not ask people to consume something that he himself does not. Kohli said, “Things that I’ve endorsed in the past – I won’t take names - but something that I feel that I don’t connect to anymore. If I myself won’t consume such things, I won’t urge others to consume it just because I’m getting money out of it.”

Many saw his move as a sign of a man who believes in himself and someone who has invested his mind, heart and body in his role as a leader in society. “I want to give something to people that I use myself. One of the reasons I decided not to sign Pepsi is that I have undergone a lifestyle change. It might have been big money for me and a very lucrative deal but I opted out as we need to have some thought behind the products we promote and we must understand that people trust us,” he added. 

Kohli also no longer endorses fairness creams or products of that genre since equating success with skin fairness goes against his values.

Other brands he decided to stop endorsing include 3C Company, Celkon Mobiles, Cinthol Soap, Clear Shampoo, Fair & Lovely, Fastrack Watches, Flying Machine, Mattel, Munch chocolate, Oakley Sunglasses, Red Chief Shoes, Sangam Suitings and Toyota Motors.

It was reported in 2013 that Kohli's brand endorsements were worth over Rs 100 crore with his bat deal with MRF to be the costliest deal in Indian cricket history. 

In 2017, he signed an eight-year endorsement deal with Puma for Rs 110 crore, becoming the first Indian sportsperson to hit the ton with a brand. The Manyavar face today endorses over 20 brands. Some of his iconic brand associations are with Gionee Mobile, Colgate, Vicks Vapo Rub, Boost, American Tourister, and Punjab National Bank among others. 

Several eyes rolled when he signed with Royal Challenge but he has always maintained that he does not endorse or promote alcohol in any way but is rather promoting the brand’s energy drink. He recently signed deals with Uber India and snack company TOO YUM.

But what makes Virat Kohli such a huge hit where he now seems to have surpassed Amitabh Bachchan and Shahrukh Khan to become every Indian brand’s first choice? 

Brand expert Saurabh Uboweja believes Virat Kohli’s consistency in performance on the field and he being an icon who stands for the values the youth of India resonates with, has made him a hot pick. He adds, “Kohli exudes the charm and attitude of a celebrity and loves the media, limelight and is a natural performer both on and off the field.”

Kohli has an undying love for sports and with football being his second favourite sport, Kohli became a co-owner of Indian Super League club FC Goa in 2014. He is also the co-owner of International Premier Tennis League franchise UAE Royals and JSW-owned Bengaluru Yodhas franchise in Pro Wrestling League.

Kohli is one of the few cricketers who have an equal taste for cricket and fashion (media). In 2014, Kohli along with Universal Sportsbiz (USPL) launched a youth fashion brand for men WROGN. He has also invested Rs 90 crore to start his own chain of gyms and fitness centres across the country, under the name Chisel. In 2016, Kohli started Stepathlon Kids, a children fitness venture, in partnership with Stepathlon Lifestyle.

The young cricketer still has a long road and career ahead and his star value is unlikely to dim anytime in the future. It will be exciting to see how his brand associations shape going forward as he is the only cricketer in India today that brands are dying to align themselves with.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/skin.jpg?itok=HjekKxpa
Designed to love your skin as much as you do – the new Gillette SkinGuard

MUMBAI: In a country where grooming is increasingly becoming a part of men’s daily lives, Gillette is relentlessly pursuing bringing new products tailored to the evolving needs of consumers. From the stable of Gillette, launches the latest product innovation, Gillette SkinGuard. This razor has a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/manormaa.jpg?itok=Frvbxvyl
ManoramaMAX hits 5,00,000 users in 2 weeks

MUMBAI: ManoramaMAX, the first ever 100% Malayalam News and Entertainment app, launched by MM TV Ltd., has achieved instant success, hitting half-a-million users in just under 2 weeks. Users across web, android and apple devices are continuing to watch the large content bucket of the platform. The...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/swift.jpg?itok=NQhNuZcW
Maruti Suzuki launches #BeLimitless Swift campaign to celebrate real-life heroes

Focusing on recognising heroes who have gone far and beyond across different walks of life, Maruti Suzuki India Ltd, the leading passenger car maker in India, has launched ‘Be Limitless’—a 3-part video campaign for Maruti Swift. The campaign for Swift is aimed at highlighting the stories of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/tata.jpg?itok=iyURhpAX
Tata Motors partners with what3words - Redefines navigation with just 3 words

MUMBAI: Tata Motors, India’s largest automobile manufacturer today announced its partnership with the innovative location technology provider, what3words. Tata Motors will be the first manufacturer in India to bring what3words addressing system in its cars.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/phonepe.jpg?itok=Zc_NkFjg
PhonePe goes live across over 1 mn offline stores in Delhi-NCR

MUMBAI: PhonePe, India’s fastest growing payments platform announced that it is now live as a payment option across 1 million offline merchant outlets in Delhi-NCR. This milestone reflects PhonePe’s phenomenal acceptance across large organised retail stores as well as small and mid-size retail...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/vodafone.jpg?itok=EFqbIpNo
Vodafone appoints Carat as global media buying agency

MUMBAI: Telecom service provider Vodafone has announced the appointment of Carat, from the house of Dentsu Aegis Network (DAN), as its global media buying agency. As per reports, the account size is pegged at Rs 35,000 crore globally. In India, the business is worth Rs 400 crore. The scope includes...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/iamaai.jpg?itok=kVhegjhv
Admitad India announces its partnership with India Affiliate Summit & Awards 2019, organized by IAMAI

MUMBAI: Underlining its position as a domain leader in the Indian affiliate marketing industry, Admitad India has announced its association with India Affiliate Summit & Awards 2019 (#IAS19). Organized by IAMAI, the 5th edition of the premier affiliate marketing event will be held at The Leela...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/edyoda.jpg?itok=a-39J9uU
EdYoda accepted as Asia-Pacific Member by AWS EdStart Program

MUMBAI: EdYoda, a digital platform that imparts industry-relevant skills through a zero-cost learning program. EdYoda aims to serve the underserved students and professionals from Tier 2 and Tier 3 cities and colleges by educating them on industry-relevant skills through zero-cost learning programs...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/Prateek_Kumar.jpg?itok=6ObZ49Ks
10 marketing trends the banking industry can't ignore

The banking industry is undergoing a massive transformation. Structural, technological data, artificial intelligence and digitisation are changing the dynamics in the world of finance. As a result, marketing in the banking and finance industry has also become more digitised and data-driven. Here...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories