It’s a fact that Virat Kohli’s market has zoomed like anything else after his scintillating performance at Eden Gardens where he pulverized Pakistani attack with an unbeaten 55. He has been the most talked about person now as many brand managers and advertisers on the hunt for a worthy inheritor to Brand Dhoni. They are waiting till the close of the T-20 World Cup championship when the team’s position and Kohli’s role are more clearly defined, before making their move.
Kohli’s brand team is also working to bring out an animated avatar of Kohli that will be launched digitally as part of a series on YouTube Play in May this year along with the launch of merchandise (caps, wrist bands) with Kohli’s logo.
His MRF bat for the championship fetched Rs 8 crore (Rs 80 million) as compared to MS Dhoni’s Rs 6 crore (Rs 60 million).
He gets, on an average, Rs 1.5 crore (Rs 15 million) a day for his brands while Dhoni gets between Rs 1 and 1.5 crore (Rs 10-15 million).
Also, Kohli’s positioning as a brash young batsman with attitude who does not hesitate to show his emotions on the field makes him a perfect fit for brands targeting the urban young, according to a report.
Currently, Kohli is the undisputed star with 13 brands under his belt, including MRF, Pepsi, Adidas, Audi, Vicks, Boost, USL, TVS, Smaash, Nitesh Estate, Tissot, Herbalife, and Colgate.
Dhoni’s list is marginally longer with around 15 endorsement deals.