Why did Kohli refuse to extend his association with Pepsi?
Virat Kohli turned down a multi-crore offer to endorse carbonated soft drink Pepsi as he does not consume aerated drinks and doesn't believe in preaching what he doesn't practice. In an earlier interview the Indian skipper said, "If I myself won't consume such things, I won't urge others to consume it just because I'm getting money out of it." Let us know more!
Years ago, Pullela Gopichand took a similar decision and refused to endorse a cola brand. "I did not want to be responsible for even one child drinking these soft drinks," he said.
Virat Kohli who turned to fitness in 2012, hinted at ending his association with Pepsi earlier this year. He then said, "When I started my fitness turnaround, it was more of a lifestyle thing. But now it's so important to sport that for me it's become part of my thinking pattern. If something goes away from that, I wouldn't want to be promoting that."
As a brand ambassador for Puma and MRF, Virat Kohli has a brand value of over $100 million, second only to Shah Rukh Khan, in India.
Refusing to extend his association with Pepsi, Kohli ended the contract after his six-year deal expired. While few wondered why it took him so long to do so, many are praising the Indian captain for taking a responsible stance. It is to be seen if more sportspersons would take cue and follow the most popular cricketing icon of the country.
Kohli represents around 18 brands. Among the brands he endorses is 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 is fooling no one...Is alcohol more harmful than cola or the other way around?"
