How Virat Kohli cracked the Rs 100-crore league
Virat Kohli is today, without doubt, India's premier human brand. And, that transformation, the meteoric rise, has taken place between Diwali (October 2015) and Holi (March 2016). Kohli's rankings were on the ascendant for the last three to four years, but he remained in the shadow of his captain and senior team mate, MS Dhoni. Besides sportsmen, typically lag the Bollywood troika of the Khans and Mr. Bachchan when it comes to celebrity rankings. But Kohli has managed to change all that. The World Cup T-20 ignited Brand Virat Kohli . I studied the brand's evolution on 64 parameters and found that the rise in valuations is quite unprecedented. I have been tracking personality brands for well over a decade and such a major metamorphosis in a brand's attribute wheel, that too in such a short period, has rarely been observed. One reason is, of course, the phenomenal exposure that live television provides today. As a result after the T-20 matches, Virat's explo...