India, it seems, can't have enough of Team India skipper Virat Kohli. When he's not leading the Indian team out in the middle, he's busy promoting appearing on our TV for over 3 hours selling different products
Virat Kohli
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Team India skipper Virat Kohli is injured and as of Friday night unsure of making the playing XI for the series decider against Australia in Dharamsala.
Now, no matter whether he takes the field in the Dharamsala Test or not, the Delhi lad will be on our TVs for at least three hours a day, according to a recent report in Economic Times.
India, it seems, can’t have enough of the 28-year-old. We not only want to see him thrashing the opponents out in the field, but also on television selling soft-drinks, luxury cars and menswear.
According to the report, the cricketer endorsed as many as 20 brands of 13 different companies in 2016, and these brands advertised for 1,190 hours across multiple TV channels. That meant the cricketer was being seen, on an average, in 643 advertising slots every day.
"Brand Kohli has been steadily on the rise after the T20 event in 2012. This is obviously due to his on-field performance and, most notably, his best knocks that have come during tough chases," Ramakrishnan R, director at sports marketing firm Baseline Ventures, was quoted as saying in the article.
According to a viewership analysis by TAM Media Research, Kohli's per day exposure was at 196 minutes across all television channels. Interestingly, in 82% of these ads, Kohli was the only star. Compare these 2016 numbes to those from 2015, when by contrast, Kohli had appeared solo in only 40% of the ads and you get a clearer picture of his rising popularity.
Kohli recently overtook his predecessor in Team India, MS Dhoni, and is now the Indian celebrity with the second most highest brand value behind Bollywood superstar Shah Rukh Khan.
Virat Kohli
The skipper was in subliminal form before the Australia Test series having scored four double tons in four consecutive Test series and broken several other records in recent times.
According to a report published by 'Duff & Phelps' in October 2016, Kohli had moved up from the fourth position to be ranked number 2 in the list of Indian celebrities with the highest brand value.
It is believed that his brand value went up by 20-25 per cent when he was appointed captain of India's One Day International and Twenty20 teams and it is likely to increase even more.
Virat Kohli. Pic/ PTI
Kohli's current brand value is pegged at USD 92 million, second only to Shah Rukh's at USD 131 million, according to an October 2016 report on India’s most valued celebrity brands published by Duff & Phelps, a global valuation and corporate finance advisory firm.
And he also recently set an endorsement record by signing a Rs 100-crore deal with Puma, becoming the first Indian sportsperson to bag such a huge deal with one brand.
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