Virat Kohli is a responsible man. The Team India captain, the biggest brand icon in India knows what society has contributed to his professional growth. What he owes to the society – in turn!
The matured Virat will not “endorse” a product – he doesn’t connect with. Pepsico takes the first hit of this matured, responsible thought process.
The Team India captain has declined to renew, multi-crore six-year deal with Pepsico India. Even as the company is extremely keen to re-sign the contract which got over with the last financial year, Kohli is not ready.
“When I started my fitness turnaround, it was more of a lifestyle thing initially. If something goes away from that, I would not want to be a part of that or be promoting that,” Kohli had told CNN-IBN in a recent interview. “We are actually on the cusp of making some big changes on that front. 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.”
Kohli’s prime reservation is about the health concerns over the sugary, carbonated beverages. A Pepsico spokesperson has said “discussions are still on with Virat and his team”. The company is persuading Kohli to associate with some “health” brand from the PepsiCo portfolio. Just like Sachin Tendulkar has tied up with the company for the oat-meal brand Quaker.
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Kolhi, leading Team India in the ongoing ICC Champions Trophy in England and Wales, is endorsing 18 brands, of which Herbalife nutrition supplements and Boost are two other food and beverage products.