How India’s recent Test match win has boosted Virat Kohli’s brand value

We spoke to experts about the rise in brand Kohli after he became the most successful Indian captain in overseas Test

e4m by Nafisa Shaheen
Updated: Aug 28, 2019 9:18 AM

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Virat Kohli

With India’s win against the West Indies by 318 runs in the first Test of two-match series, Virat Kohli became the most successful Indian captain in overseas Test along with Mahendra Singh Dhoni.

With 39.8 million followers on Instagram, 31.2 million followers on Twitter and 37 million likes on Facebook, the Indian skipper is one of the most followed cricketers on the social media.

The only Indian on Forbes highest paid athlete list, Kohli is the first choice for brands when it comes to endorsements. His net worth is estimated to be around $25 million (Rs 174 crore). Kohli endorses about 24 premium brands, including Audi, Colgate, Google Duo, Wrogn, MRF, Myntra, Wellman, Himalaya, Mobile Premier League, Amaze Investor Batteries, Hero Moto Corp among others.

With India’s recent win Kohli’s brand value has got a further boost. We spoke to brand experts about the same.

Tushaar Garg, Executive Vice President, Twenty First Century Media Pvt. Ltd, said, “According to Forbes, Virat ranked 100 in the richest athlete's list worldwide, after this (win), his brand value will only move upwards and I would not be surprised if he breaks into the top 50.”

Garg added, “Virat is a born winner, he is the most marketable athlete this country has ever seen. Being the most successful batsman in the modern era, and now the most successful captain overseas will only add to his brand value and make him marketable to global brands.”

There is an unspoken comparison between Kohli and Dhoni with respect to brand endorsements. The difference lies in their personalities and screen presence. According to Garg, “Virat and MS are in an era where sports sponsorship/business most notably in cricket is booming, based on their on and off-field performances, they resonate with the Indian audience, they are different human beings, they have different personalities and therefore different brand connect.”

With Kohli’s actress-wife Anushka Sharma, brand ‘Virushka’ is also equally powerful. The couple endorses brands like Manyavar and Google Duo to name a few.

Ashvaree Das, Chair and Professor at Applied Communications Division, said, “Virat, just like his name is a massive celebrity endorser, along with Priyanka Chopra he is among the only two Indian celebrities to figure in a recently released Instagram rich list. Endorsing over 24 brands, he has now started signing brands that signify health and wellness. He also stands for brands that he believes in. He is different from the ‘Little Master’ (Sachin Tendulkar) and ‘Captain Cool’ (Dhoni), representing a young, dynamic, and aggressive consumer. Another interesting element that Kohli brings in is the power of celebrity couple, Along with Anushka he is part of a growing trend of leveraging power couple in advertising.”

Over the last two years, Virat has been the topper in the list of brand endorsers. “The value of a brand ambassador is the value of his fans numbers and intensity. The value of the fans depends on the performance of the player or athlete. Over time consistency is the key”, said Kiran Khalap, Co-Founder & Managing Director at Chlorophyll Brand & Communications Consultancy Private Limited.

With India’s recent win Kohli’s brand value and worth is only going to increase in the days to come.

 

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