Kohli, Sharma brand values to stay intact in short run despite Australia test issues: Ad experts
Subscribe to enjoy similar stories. Despite recent challenges in the Test series against Australia during the Border-Gavaskar trophy, batsman Virat Kohli’s brand value should largely stay unaffected, but captain Rohit Sharma could see a dip in his advertising career in the long run after retirement. During the matches, Sharma, the senior batter and captain, "opted out" due to his struggling form which surprised fans but was welcomed by advertisers who learned that he was not retiring.
Brand and advertising experts told Mint brand Kohli will continue to prosper, provided his performance improves in the upcoming one-day series in June and the Indian Premier League but in contrast, Sharma’s longer-term brand, built largely on his leadership qualities, could face some risks due to his recent struggles with form. His marketability will still be strong over the next few years. Kohli's endorsement portfolio includes major brands like MRF and HSBC India while Sharma endorses brands like Swiggy Instamart, Ixigo, and others.
As the focus shifted on Kohli, he too had earlier been fined 20% of his match fee and a demerit point for breaching level 1 of ICC's Code of Conduct for aggressively bumping into Australian batsman Sam Konstas. "Has Kohli's brand been badly impaired? Bruised yes, but not burnt. He still has a large legion of followers who have loved him for 15 years—that takes time to fade.
But generally, brand valuations have no scientific basis as it is not often explained how valuations are arrived at. Most existing brands will re-evaluate while new brands will continue to sign him on. If brand Kohli 'ages' well and makes his asking price more attractive, he could remain relevant for many brands for many more years," said
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