12 years of Virat: How has brand Kohli taken over the world?

Virat Kohli’s rise in the international circuit as a run-scoring terminator has been a sight to behold. He has conquered unchartered territories. Vanquished one and all who have stood in his way. As his reputation as a batting freak continued to rise, his stock as the king of brand endorsements rose as well. No other sportsperson in India comes even close to beating King Kohli in terms of brand value.

As Kohli completes 12 years of international cricket on August 18 2020, here’s a look at his journey outside the 22 yards:

Using social media as a tool

Puma always stepping up their sneaker game 🔥

Loved the new RS 9.8 from the PUMA x TETRIS Collab 💯 Grab yours at select Puma stores and at https://t.co/aTY0dEecCS 🤙 @PUMA pic.twitter.com/6fkTm4l3d4

— Virat Kohli (@imVkohli) November 2, 2019

Charting Kohli’s rise as an endorsement superstar has been sensational. In the age of social media, he has taken a leaf out of the book of the biggest international athletes. Using various online platforms, he has mastered the art of using social networking sites as a tool for endorsements. This has made him an attractive proposition for some of the biggest brands around the globe. And in turn, it has skyrocketed his value. A comparison to Cristiano Ronaldo in terms of their business sense wouldn’t be far off the mark.

Also read: Birthday Special: Virat Kohli – Epitome of excellence at 31

A bigger brand than Lionel Messi

According to a Forbes magazine data, Kohli earned a staggering $21m solely from endorsements in 2018. This featured him in the top-100 list of the highest-earning athletes in the world. The same magazine cited his brand value at $14.5m, ahead of footballing superstar Lionel Messi and basketball icon Stephen Curry. A truly mind-numbing achievement, considering the global popularity of these athletes.

Destined for superstardom

It was written in the stars. After Kohli led India to a historic U-19 World Cup triumph in 2008, ad agencies quickly foresaw a potential youth icon in him. In India, where 65% of the population is under the age of 35, the importance of a youth icon simply cannot be overstated. Him being a cricketer only helps. The often-used cliche that cricket is a religion in our country couldn’t be any truer. Cricketers by default become deities. After Sachin’s retirement, the market was craving for a new demi-god. Enter a charismatic and extrovert lad from the bylanes for Delhi. Kohli personifies everything that new India is – bold, brash, fearless and sometimes over-the-top.

The F word

https://www.instagram.com/p/B04v62qF2oH/

In addition to his batting, Kohli has the perfect personality for major conglomerates to capitalise upon. He is in their eyes, the perfect package. His obsession with fitness further endears him to the masses. Living a fit and healthy lifestyle has become a motto for this generation. Kohli, in many ways, has been the face of the movement. For a Delhi boy who was once in love with butter chicken, Kohli’s transformation into a fitness freak has been inspirational, to say the least. Like the tennis megastar Novak Djokovic, Virat had to completely overhaul his diet plan to take his game to the next level. The youth in this country relate to his story. For fitness and lifestyle brands, this makes Virat an absolute goldmine.

Rab Ne Bana Di Jodi

What could have elevated brand Kohli even further? That’s right. A high-profile marriage with an A-list Bollywood actress. If Virat in himself is dynamite, Virushka is a nuclear bomb. Put the two of them together and the whole virtual world explodes. When the two share screen space, there is an audible gasp heard the world over. Time stops. For some, it becomes too much to handle. Such is the power of Virushka. It is simply an irresistible force. In modern times, where content is king, the fans simply can’t get enough of Virushka.

A cap full of feathers

Kohli’s brand endorsement kitty is already the envy of the whole world. Some of the biggest brands that he endorses include Puma, Audi, Uber, Manyavar, MRF Tyres, Muve Acoustics. On top of that, he has also wisely invested in his own start-up ventures One8 (energy drink) and Wrogn (apparel brand) that heavily target the youth. With many major records in sight and his batting at the peak, there is only one way Virat’s stock is headed. In the words of Ravi Shastri, brand Kohli is moving like a tracer bullet.