The Indian Cricket Team Captain, Virat Kohli is the country’s biggest brand ambassador. He is the icon who is followed by millions of fans. He has set an example of being a perfectionist. The icon has numerous endorsements in his kitty. Out of the many, he endorses the popular beverage, Pepsi. Now, Virat has refused to continue his endorsement contract with Pepsi any further.
VIRAT KOHLI ENDS HIS CONTRACT WITH PEPSI
Virat said that he does not want to endorse a product which he does not follow himself. He stated in June that he will not extend his multi-crore endorsement deal with the carbonated beverage, Pepsi. In fact, his 6-year contract with Pepsi expired this year.
I want to give something to people that I use, myself. One of the reasons, I decided not to sign Pepsi is that I have undergone lifestyle change. And, I am not using that product anymore.
Adding to it, he spoke about his belief,
It might have been big money for me. It might have been a very lucrative deal but I opted out. We need to have some thought behind the products we promote. We must understand that people trust us.
Further, Virat also added,
Things that I’ve endorsed in the past, I won’t take names, but something that I feel I don’t connect to anymore. If I myself won’t consume such things, I won’t urge others to consume it, just because I am getting money out of it.
Notably, Virat has also stopped endorsing for fairness creams and products of that category.
Kohli endorses around 18 brands. One of them is the endorsement for United Spirits, an alcoholic beverages company.
Niranjan Kaushik, CEO of Ad Agency SkyNinja says,
I’m questioning Virat’s integrity in shunning just Pepsi…. Surrogacy advertising is a norm when it comes to alcohol…. alcohol companies selling mineral water or sports drinks are fooling no one…. Is alcohol more harmful than cola or the other way around?
However, fans and followers are appreciating Virat for his responsibility. As a matter of fact, He has set an example off the field now as well.