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A UG US T 2, 201 6 BR A N D BL O G S

Virat Kohli:-Fastest growing Indian brand

Virat Kohlis Smile at the end of IPL 2016 final said it all, an acceptance of result &
reminder of the changed person that he was

Indias cricket team captain Virat Kohli gestures as he answers a question during a news conference in

Mumbai, India May 24, 2017. REUTERS/Shailesh Andrade RTX37E01

Virat Kohli is today, Indias fastest growing brand. The upward swing has taken place
between Diwali (October 2015) and Holi (March 2016). Kohli rankings were on the
ascendancy in last 3-4 years but were always trailing Captain cool Dhoni. Normally
sportsmen, lag the Khans brigade in Bollywood when it comes to celebrity rankings.But
Kohli has managed to change all that.
Virat Kohli:-Brand Equity Blocks
Differentiation
Virat Kohli was always a different brand. Outspoken, brash wearing attitude on his sleeve.
epitomised the new Indian mindset of loving challenges and love for chasing down
targets. His flying kiss to lady love Anushka; bowing to icon Sachin Tendulkar in the
pavilion on achieving a batting milestone; his appeal on social media to not troll his ex
these actions seem to have endeared him to many.He became an instant hit with the
Indian youth (15-24) as a role model
Performance
His performance has gone up considerably in last 6 months.Average of 72 in ODIs.125 in
T20 internationals, an average of 81 & total of 973 runs in IPL meant his performance was
at its best.
Relevance
Slowly by improving the game and changing his short temper he increased his relevance
from a narrow target group of youth followers to a larger segment of 25-34 & beyond
leading to huge growth over fans in facebook:3 crore fans, twitter:11.1
million ,Instagram:4.9 million
Esteem
His esteem had skyrocketed much above all celebrities. He is seen today as best Indian
batsman & future of Indian cricket
Knowledge
He still wears black wristbands as cricket superstition; earlier, he used to wear the same
pair of gloves which he believed was helping him. He also wears a religious black thread,
and a kara on his right arm since 2012, fans read this as the vulnerability in a star. And
that makes a brand as human as he can possibly be
Virality Content
In the age of social media, brands need to engage & reinvent to communicate to the
TG.Virat always liked selfies & posted his selfies & selfies with fans on his social media
handles.His pics with his GF on social media became relevant news for youth to consume
as it was a dose of cricket & Bollywood pushing up barriers to increasing his relevance
among youth. On top of all this, his engagement with overall sports in India like football &
futsal gave him an X- Factor
Virat runs a foundation called Virat Kohli Foundation which he founded in 2013 which
works towards the development of underprivileged children.Charity football match
Celebrity Clasico to raise funds for the same was held on 4 June in Mumbai
 Virat Kohli Foundation(Picture source Virat Kohli official website)

As per a study conducted by Sandeep goyal, media & advertising veteran, who conducts
studies of celebrity brand parameters.The rise in valuations of Virat is unprecedented

Virat Kohli-Brand Imagery study

source
source
source
source
Scores have doubled in almost all parameters,across demographics.He is no longer seen to
be arrogant as in his early years.He has become straight forward and approachable
In 2014, UKs Sportspro magazine rated Kohli as the second most marketable athlete in
the world, next only to Lewis Hamilton, and ahead of Cristiano Ronaldo, Lionel Messi and
Usain Bolt. Kohli is one of the biggest celebrity brands in India. In 2016, His brand value
was estimated to be $92 million second only to Bollywood actor Shah Rukh Khans $131
million, according to a report published in October 2016 by Duff & Phelps, an American
corporate finance advisory firm. In February 2017, Kohlisigneda Rs 100-crore
endorsement deal with a single brand German sports apparel maker Puma.

In 2017 Indian cricket captain, Virat Kohli has become the only indian to make it to the
Forbes
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list. The 28-year-old batting sensation earned $22 million over the last 12 months; $3
million through salary and winnings, and $19 million through brand endorsements

Virat is associated with as many as 18 brands at last count, including Puma, MRF Tyres,
Gionee, Tissot, Audi, Herbalife, Boost, Colgate, American Tourister, and Punjab National
Bank. Brand Virat Kohli is on the ascendancy, therefore an excellent case study for brand
managers on how to build a formidable brand

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1 Comment Add Yours

Virat
Virat
Virat
ViratKohli:-Fastest
Kohli:-Fastest
Kohli:-Fastest
Kohli:-Fastestgrowing
growing
growing
growingIndian
Indian
Indian
Indianbrand
brand
brand
brand----Bra...
Bra...
Bra...
Bra... ON AUGUST 2, 2016 AT 6:47 PM Reply

[] Virat Kohli is today,India's fastest growing brand.Read on to understand how he overtook the khan
trio in becoming the biggest Indian celebrity brand []

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