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Will the pandemic-induced shift in consumer-taste see a spurt in brand-endorsements by low-profile performers like Ashwin and Rahane? February 18, 2021, 9:26 AM IST
A journalist who has lived all over India and is now based in Bangalore
Just 12 months ago before the coronavirus became a universal household name, an Indian international cricketer’s brand equity (value) was indubitably enhanced by the glamour quotient. Granted, the high-profile Virat Kohli has for some time been at the top of the tree not just in terms of the number of runs but also the endorsements that came his way in such a stream that all he had to do was screen the ones he wanted and shelve the rest. There was also the glamour quotient of being a young, good-looking persona who was married to a Bollywood star. How much the glamour would have enhanced the brand equity of the hugely successful cricketer Virat Kohli is a question advertising gurus co