: Expert divided on Brands Kohli – What’s in store? #IndiaNEWS #Experts Speak Although brands came in support of Kohli, experts suggest that the latter is buffeted with uncertainty. While some

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Expert divided on Brands Kohli – What’s in store? #IndiaNEWS #Experts Speak
Although brands came in support of Kohli, experts suggest that the latter is buffeted with uncertainty. While some suggest that Brand Kohli might weaken over the next few months, some opine that he will continue to rule the roost – though all boils down to Kohli’s on-ground performance.



Virat Kohli has not only raised many questions in the minds of Indian cricket fans given the circumstances in which he left the Test captaincy but also stirred doubts among the advertising land.



Considered one of Indias most successful captains, Kohli endorses a plethora of brands including Puma, Audi, Hero MotoCorp, Tissot, MRF, Vivo, Blue Star, and Myntra. Not only is he one of the highest-paid endorsers of the country and holds the top position in the Duff & Phelps’ Celebrity Brand Valuation Report 2020 with a brand value of USD 237. 7 million, but he also has 179 million followers on Instagram alone.



His decision to quit the test captaincy a day after India lost the last test against South Africa, has led many to re-calculate his marketability and brand equity. Although brands including Puma and Audi India told PTI of their plan to continue their endorsements with Kohli, experts tell Social Samosa that his brand equity will perhaps drop down over a period of time, estimated somewhere between three to six months.



It is also important to note that he was not sacked, unlike the reports stated earlier, and it was his personal decision to quit. Experts stand divided on whether this move by Kohli impacts his brand endorsement stance. More so in recent times when the role of brand ambassadors is not limited to just being a face of the brand.



We have seen how today’s sensationalising style of television news and keyboard warriors amplify and make mountains out of molehills. While a celebrity’s brand value is determined by several factors – familiarity, photogenicity, and public conduct – the key is still the extent of the celebrity’s popularity, which is largely driven by their performance. This is especially true for sports celebrities, shares Samit Sinha, Founder & Managing Partner, Alchemist Brand Consulting.



Also Read: Celebrity Brands: Virat Kohli – Captain of social media presence?



Expert Take



Brand Kohli’s sheen to diminish, if he continues to underperform: 



Sandeep Goyal, MD, Rediffusion







Sans captaincy, Brand Virat Kohli is going to lose a lot of sheen. In India, captains have always taken a lions share of endorsements and Kohli is going to lose a number of his brand ambassadorships and will have to make way for the new leaders of the team. His present brand equity is bound to get diluted from being the only one as captain, he will now be only 1 of 11.

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