As soon as Indian cricket team’s captain Virat Kohli announced on Twitter that he and his actor wife Anushka Sharma are blessed with a baby girl on Monday afternoon, many consumer companies made a dash to be associated with India’s highest-paid celebrity.
Many brands released ads across social media platforms including Instagram, Twitter and Facebook seizing the opportunity, amongst them were Procter & Gamble’s Pampers, Tropicana and Pepsi, food delivery platform Zomato, delivery services company Dunzo and Liberty Shoes. Virat does not promote any of these brands, however, some of these brands are considering signing him.
Procter & Gamble’s brand Pampers posted a short video on its social media handle. It says, tagging Virat and Anushka, “Here’s to new roles and new innings”. Likewise, Tropicana, the juice brand of Pepsico, wrote on its Instagram handle, #GoodnessComesHome, #ItsAGirl. Pepsi whose brand was endorsed by Kohli till 2017 wrote in its social media message, “A Swagstar is Born,”. Similarly, Liberty Shoes wrote the Virushka hashtag, “Beginning of the Much Awaited Innings,”. Zomato congratulated Anushka and Baby on their Instagram handle in a manner that was similar to Virat’s post on Twitter.
Virat’s management firm was receiving proposals from companies making baby products even before the birth of the girl, a senior executive with knowledge of the case said. The brands he promotes are naturally cashing in on this opportunity. Also, at least 8-10 more brands want to sign him.
Virat has the highest brand value among Indian cricketers. The brand value of Kohli is Rs 328 crore. He is followed by Sachin Tendulkar, Rs 167 crore and Mahendra Singh Dhoni, Rs 124 crore.