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Brand Virat Kohli is now worth Rs 100 crore

Kohli's on-field consistency has helped him in doubling his appearance fees to over Rs 3 cr.

Written by Lalitha Srinivasan | Mumbai/ New Delhi |
March 18, 2013 1:32:48 pm

Not only is he dubbed as ‘Mr dependable’ for the Indian cricket team,his connect with youth,women and children has positioned Virat Kohli as a dependable ambassador for over a dozen brands. The stylish right-handed batsman is now said to have joined the select Rs 100-crore brand endorsement club,which also features skipper M S Dhoni and master blaster Sachin Tendulkar.

The 24-year-old’s on-field consistency has helped him in not only doubling his appearance fees to over Rs 3 crore,but his average endorsement fees has also doubled in a short span of 12 months. Clubbed together the 15-plus brands Kohli endorses and his appearance fees,industry experts say Kohli’s annual earnings have crossed the R100-crore mark at the start of 2013.

Recently,Kohli added juicy endorsement deals in his kitty,including Cinthol Deo,the leading brand of Godrej Consumer Product and Nestle India’s Munch.

GCPL executive vice-president Sunil Kataria said: ”We chose Virat for his youthful appeal and adventurous spirit. Today Virat is a youth icon and he embodies the spirit of our iconic brand Cinthol.” Cashing in on Kohli’s popularity,Nestle India created a high-voltage ad campaign featuring Kohli. Commenting on Nestle India’s new campaign,Bobby Pawar,chief creative officer,JWT said: ”After some vigorous head banging at JWT India we hit upon the idea of having Virat Kohli play a very unexciting look-alike of his named Balakrishnan Vaali. And it has worked well for the brand.”

In fact,GCPL has relaunched its Cinthol Deo brand and has revamped its communication strategy with its new brand ambassador. At present,Kohli’s annual endorsement fee ranges from Rs 3.5 to 5 crore per brand. “With his new endorsement deals,Kohli’s annual fee per brand has soared three-fold from just under R1 crore two years ago. It is expected to jump further this year “pointed out an industry analyst in Mumbai.

According to a recent data from TAM AdEx India,Kohli has captured the second leading position with 21% share of ad volumes in television media for January to Dec 2012. While Tendulkar leads the pack with 25%,Dhoni takes the third spot with 15% of ad volumes.

The Delhi cricketer currently endorses Toyota Etios Liva,Arvind’s Flying Machine,Titan Fastrack,PepsiCo,Fair & Lovely,TVS Motors and ,Celkon Mobiles among others.

Cornerstone Sports & Entertainment,which handles Kohli’s brand endorsements deals,is finding it hard to turn down new and more lucrative endorsement deals for this young cricketer.

‘From 2009,we are handling Virat’s account. We are now turning down new proposals as we want to be very selective about the brands he promotes. We do not want over exposure for the brand Virat,” said Bunty Sajdeh,CEO of Cornerstone Sports & Entertainment.

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