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#Virushka: Will the super-brand leave advertisers clean bowled?

15-December-2017
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#Virushka: Will the super-brand leave advertisers clean bowled?

Anything cricketer Virat Kohli and his now wife Anushka Sharma do makes headlines- be it the Manyavar-Mohe TVC they featured in  together, to their fairy-tale wedding in Italy. For the past three days, our social media feeds have been stormed by #Virushka and their low-key wedding, sending netizens into a mushy melt-down.

And with their love story now culminating into a wedding, their combined brand power is all set to go from strength to strength. That both of them are already on the top of their respective game and together form the new-age power couple that people strongly relate to is no secret. It will be interesting to see what this brand #Virushka will do for marketers and advertisers going ahead. Incidentally, the couple is already endorsing 28 brands together.

Experts believe that their collective power and ability to break the Internet is an advertisers' and marketers' delight. “Virat and Anushka are celebrities in their own right and in their respective fields. It is a match made in heaven. They are equally endearing for marketers as there is zero controversy around them,” says N Chandramouli, CEO, TRA.

Chandramouli believes that they will now be offered even more ads as a couple. “They are still in the realm of newly-weds where they are seen as an independent couple for other couples. That becomes an important aspect that marketers will use in the long-run,” he explains.

Jagdeep Kapoor, Chairman and Managing Director, Samsika also voices a similar opinion. “#Virushka will do a lot for marketers and advertisers. The dual brand is young and are leaders in their own field. Individually as well as a pair, they are going to have high perceived value. I suspect that when they were dating, they were still growing but now that they are married, they will grow faster. Their price for endorsements and value as brand ambassadors should both individually and as a couple double,” said Kapoor.
Abhishek Arekar, Lead social analyst - CMI – HUL, feels that while the couple could help brands up their reach, it is likely to outclass individual endorsements. “With a cricket and Bollywood frenzy nation like India, brand Virushka will help to amplify the brand reach especially on the digital front. A celeb couple with a strong association with the millennial was a white space and Virusha helps marketers to fill that gap. Although it will ensure a more humanised touch to the brands, there is a fear that it may overshadow individual endorsements,” said Arekar.

Brand guru Harish Bijoor, however, had a different take. “You are really only as good in brand-endorsement money as the eyeballs and affection you attract. Eyeballs and affection come on the basis of cricket and movies in this case. In many ways, you’re only as good as your last five matches and possibly only as good as your last three hits in Bollywood,” he said.

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