So what went wrong with brand Virat Kohli?

What Brand Kohli needs today, more than anything else, is self-introspection

Virat Kohli
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Virat Kohli | File Photo

Sandeep Goyal
I spoke to more than half a dozen of Virat Kohli’s endorsement brands over the last few days. Will you retain him, or will you be looking for alternatives, I asked? First reaction, universally, was we will “wait-and-watch”. So, me being me, I asked wait for what, and watch out for what? Then, one of them slowly opened up and said, “Now that he is no longer captain, maybe he will drop price.” Ahha! Another added, “We are thinking of commissioning research on whether he continues to be as popular as before.” Aawww! A third came up with a different
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First Published: Jan 21 2022 | 11:31 PM IST

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