Home >> Advertising >> Article

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

15-December-2017
Font Size   16
#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.

Tags Anushka Sharma Harish Bijoor N Chandramouli Virat Kohli Virushka

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey