Virat Kohli as Uber's brand ambassador: How long will the ride last?

Given Kohli's self-proclaimed code of honour for brand endorsements, the association is a risky one

Sometime last year when Virat Kohli announced that he would not endorse a cola brand ever because it went against his lifestyle and principles, he set the cat among the pigeons. As Pepsi’s most high profile brand ambassador in the country, he had in effect turned against his own brand. The company however did not react and the issue was soon relegated to anecdotal status while Kohli continued on his winning spree making himself one of the most sought after faces among brands.

Now he has signed up yet another endorsement contract; this time with Uber (India). This is a