The Business of Virat Kohli - How Free Internet Fueled His Rise

Summary

The video script highlights Virat Kohli, the world's highest-paid cricketer and a global sports icon. Celebrated in India for his skill and charisma, Kohli transcends cricket, becoming a cultural phenomenon with a massive following. His influence extends beyond the field, with a significant presence in the Indian Premier League and numerous high-profile endorsements targeting the urban youth demographic. The script also touches on his strategic brand management and the role of digital accessibility in his rise to fame.

Takeaways

• 🏏 Virat Kohli is one of the highest-paid and most famous athletes in the world, known for his influence and cricketing prowess.
• 🌟 Kohli is the captain of the Indian cricket team and is recognized as the best batsman globally.
• 🇮🇳 In a cricket-obsessed nation of 1.3 billion people, Kohli stands out as an idol and major celebrity.
• 🔥 Unlike previous cricketers, Kohli is known for his confrontational and passionate approach both on and off the field.
• 💸 Despite cricket players generally earning less than athletes in other sports, Kohli's annual earnings of $26 million make him an exception.
• 🏆 The Indian Premier League (IPL), modeled after the NBA, has significantly boosted Kohli's earnings and status.
• 📱 The launch of Reliance Jio and the surge in smartphone usage in India have made Kohli more accessible and visible to millions.
• 💪 Kohli's marketability is tied to his image as a fitness and style icon, targeting urban youth with brands like Puma, Google Duo, Uber, and Audi.
• 💼 Kohli's brand is managed by his agent, Bunty Sajdeh, who has crafted his image to appeal to a young, urban demographic.
• 👫 Kohli's relationship with Bollywood actress Anushka Sharma has elevated his celebrity status, making him a constant figure in the media.

Q & A

Who is the athlete discussed in the script, and how is he compared to other famous athletes?

The athlete discussed is Virat Kohli, who is compared to famous athletes like LeBron James and Cristiano Ronaldo. Despite not being from sports like basketball or football, Kohli is one of the highest paid and most famous athletes globally.

What is Virat Kohli's role in Indian cricket?

Virat Kohli is the captain of the Indian cricket team and is widely acknowledged as the best batsman in the world.

How does Kohli's fame and earnings compare to the population of India?

Kohli is immensely popular in India, a country with over 1.3 billion people. Most of India's cricket-crazed population knows him, which is a significant contrast to the smaller populations of Europe and the Americas combined.

How does Kohli's behavior on the field differ from earlier Indian cricketers?

Unlike earlier Indian cricketers who preferred to let their bat do the talking, Kohli is known for not shying away from confrontations on the field or at press conferences. He has built a reputation for never standing down and not giving an inch on the field.

Why is Kohli the only cricketer on the Forbes List of Top 100 highest paid athletes?

Kohli is the highest paid cricket player with total annual earnings of $26 million, which dwarfs those of his colleagues. This is due to his significant endorsements and the high earnings from the Indian Premier League (IPL).

What impact did Reliance Jio and cheap smartphones have on Kohli's popularity?

Reliance Jio, launched by India's richest man Mukesh Ambani, offered free mobile data and cheap prices, leading to millions of new internet users in India. This coincided with Kohli's peak form, allowing many to stream his matches and follow his social media, significantly boosting his popularity.

How has Kohli transitioned from a national sports star to a celebrity?

Kohli transitioned to a celebrity status much like David Beckham, aided by his relationship with Bollywood star Anushka Sharma and his strong social media presence. His marketable image and numerous endorsements have also contributed to this transition.

Who manages Kohli's brand and what strategy do they use?

Kohli's brand is managed by his agent Bunty Sajdeh. The strategy involves targeting the urban youth demographic and focusing on segments like fashion, health and fitness, and sports. Kohli's endorsements and investments align with this audience.

What are some of the major brands Kohli endorses?

Kohli endorses major brands like Puma, Google Duo, Uber, Tissot, Audi, and Phillips. These brands target the urban Indian population, fitting Kohli's brand image.

What has been the impact of Kohli's own athleisure brand 'One8'?

Kohli's athleisure brand 'One8', in collaboration with Puma, has been highly successful. It contributed significantly to his earnings and to Puma's sales growth in India. The brand targets urban youth with a focus on fashion, health, and fitness.

What distinguishes Kohli's marketing strategy from other cricketers?

Kohli's marketing strategy is data-driven and highly focused on maintaining a strong brand image. He only works with partners that align with his brand values and avoids endorsing products that do not fit his healthy lifestyle. This clarity has built strong credibility for his brand.

How is Kohli's personal transformation linked to his brand image?

Kohli's personal transformation, including his shift to a vegan diet and a rigorous workout routine, is closely linked to his brand image. His marketing team ensures that his physical fitness is always associated with his name, enhancing his appeal as a fitness icon.

Outlines

00:00

🏏 Virat Kohli: The Icon of Modern Cricket

Virat Kohli is one of the world's highest-paid and most influential athletes, comparable to global icons like LeBron James and Cristiano Ronaldo. As the captain of the Indian cricket team, he is renowned for his skills on the field, charismatic personality, and confrontational style, which has challenged traditional cricket norms. Despite cricket players typically earning less than athletes in other sports leagues, Kohli stands out as the only cricketer among the top 100 highest-paid athletes, earning a significant portion from endorsements. His fame is fueled by India's cricket-mad population, which exceeds the combined populations of Europe and the Americas. This adulation of sports stars parallels historical idolization in Indian culture, where figures have often been elevated to near-demigod status. Kohli's success is further amplified by the Indian Premier League (IPL), a cricket league modeled after the NBA that attracts massive audiences and celebrity involvement, including Bollywood stars and major business figures. Kohli's marketability, aggressive playing style, and social media presence have cemented his status as a cricketing and cultural icon.

05:01

📱 Kohli's Rise to Digital Stardom

Virat Kohli's popularity surged alongside India's digital revolution, significantly boosted by the launch of Reliance Jio in 2016, which democratized internet access through affordable mobile data plans. As more Indians accessed social media platforms, Kohli's presence grew exponentially, allowing fans to engage with his performances and personal life like never before. He became the most followed Indian on Instagram, commanding substantial fees for social media endorsements. Kohli's meticulously maintained image, including his fitness regime and stylish appearance, has attracted a dedicated young female fanbase, a rarity for Indian cricketers traditionally known only for their athletic prowess. His marriage to Bollywood actress Anushka Sharma further enhanced his celebrity status, drawing comparisons to global icons like David Beckham. Managed by his agent Bunty Sajdeh, Kohli's brand is strategically aligned with urban youth-centric markets, endorsing brands like Puma, Google Duo, and Tissot. His business ventures, such as the athleisure brand One8, highlight his appeal to fashion, health, and fitness-conscious demographics. Kohli's focus on these segments showcases a deliberate approach to brand building, echoing the success of international athletes like Michael Jordan.

10:02

💪 The Kohli Phenomenon: Beyond Cricket

Virat Kohli's brand is synonymous with fitness, style, and youthful ambition, transcending his cricketing achievements. His transformation into a fitness icon, underscored by a vegan diet and rigorous workout regime, has revolutionized the Indian cricket team's approach to health and fitness. Kohli's marketing team ensures his physical prowess is central to his public persona, reflecting his commitment to a healthy lifestyle. This dedication led him to drop endorsements with brands like Pepsico in favor of those aligning with his values, such as Boost, India's top energy drink. Kohli's investments in ventures like the Chisel gym chain and various sports leagues demonstrate a strategic focus on urban youth and sports culture. His ownership stakes in teams across different sports, such as FC Goa in the Indian Super League, align with his brand's sporty, fashionable image. Kohli's selective endorsement strategy enhances his credibility and strengthens his market position, capturing the admiration of India's youth. As Kohli's fame continues to grow domestically, the challenge remains to expand his influence globally beyond the cricket-loving nations of the Commonwealth.

Keywords

💡Virat Kohli

Virat Kohli is the captain of the Indian cricket team and is widely regarded as one of the best batsmen in the world. His popularity extends beyond cricket due to his accessibility and media presence, making him one of the highest-paid athletes globally. The script highlights his influence, earnings, and marketability, contrasting his celebrity status with other famous athletes like LeBron James and Cristiano Ronaldo.

💡Indian Premier League (IPL)

The Indian Premier League (IPL) is a professional Twenty20 cricket league in India, founded in 2008. It revolutionized cricket by combining the sport with entertainment, attracting massive attendance and viewership. Kohli is the highest-paid player in the IPL, and the league's format and success have significantly contributed to his earnings and celebrity status.

💡Endorsements

Endorsements refer to promotional agreements where celebrities support products or brands, often resulting in substantial earnings. For Kohli, endorsements constitute over 90% of his income, with brands like Puma, Google Duo, and Audi aligning with his urban youth-centric image. His marketability is enhanced by his public persona and social media presence.

💡Reliance Jio

Reliance Jio is a telecom company launched by Mukesh Ambani, offering free mobile data for six months and low prices thereafter. Its introduction led to a surge in internet usage in India, coinciding with Kohli's peak performance, thereby increasing his visibility and fan base as more people streamed his matches and followed him online.

💡Social Media

Social media platforms like Instagram and Twitter play a crucial role in modern celebrity culture by providing direct access to fans. Kohli's strategic use of social media has amplified his popularity, making him the most followed Indian on Instagram. His posts and interactions with fans boost his brand value and contribute significantly to his earnings.

💡Urban Youth Centric

Urban youth-centric refers to products and marketing strategies targeting young people in urban areas. Kohli's brand and endorsements are tailored to this demographic, focusing on fashion, health, fitness, and sports. Brands like Puma and his own athleisure line, One8, exemplify this focus, resonating with the lifestyle and preferences of urban youth.

💡Fitness

Fitness is a significant aspect of Kohli's persona and brand. His dedication to a vegan diet and rigorous workout routine has transformed his image, influencing his endorsement choices. Dropping PepsiCo for not aligning with his healthy lifestyle and promoting brands like Boost and Chisel gyms reflect his commitment to fitness, enhancing his appeal to health-conscious fans.

💡Bollywood

Bollywood is the Indian film industry, known for its massive influence and star power. Kohli's marriage to Bollywood actress Anushka Sharma has elevated his celebrity status, merging cricket and film fan bases. This relationship keeps him in the public eye even off the cricket field, contributing to his continuous media coverage and brand endorsements.

💡Marketability

Marketability refers to the potential of a person or product to be marketed and sold successfully. Kohli's marketability stems from his cricketing prowess, public persona, fitness regime, and strategic endorsements. His appeal to urban youth, coupled with his social media presence and high-profile marriage, makes him a valuable asset for brands.

💡Brand Image

Brand image is the perception of a brand in the minds of consumers. Kohli's brand image is meticulously crafted to align with qualities like fitness, fashion, and youthfulness. His agent, Bunty Sajdeh, ensures that Kohli's endorsements and public appearances are consistent with this image, enhancing his credibility and appeal to target audiences.

Highlights

Virat Kohli is one of the highest-paid athletes in the world and among the 100 most influential people.

He is the captain of the Indian cricket team and widely acknowledged as the best batsman in the world.

Kohli is not only famous for his cricket skills but also for dating a famous actress and his rockstar-like lifestyle.

He is the first cricket player to be among the highest-earning athletes worldwide.

Most of India's 1.3 billion inhabitants know Virat Kohli, highlighting his immense popularity.

India's adulation for celebrities is on a scale unmatched by any other country.

Unlike previous Indian cricketers, Kohli is known for his confrontational behavior on the field and at press conferences.

Cricket players generally do not earn as much as athletes in other sports leagues due to the nature of their contracts.

Kohli's annual earnings of 26 million dollars make him the highest-paid cricket player.

The Indian Premier League (IPL) revolutionized cricket in India, becoming a massive phenomenon since its launch in 2008.

Despite earning millions from the IPL and his national contract, less than 9% of Kohli's earnings come from his salary.

Kohli's immense popularity coincided with the launch of Reliance Jio, making him more accessible to the masses.

Kohli's social media presence skyrocketed, making him the most followed Indian on Instagram.

Kohli's marketability is attributed to his urban and youth-centric brand endorsements and investments.

Kohli has carefully built his brand around fashion, health & fitness, and sports, ensuring a strong and credible image.

He transitioned from a national sports star to a celebrity much like David Beckham.

Kohli's relationship with Bollywood star Anushka Sharma further elevated his celebrity status.

Kohli's agent, Bunty Sajdeh, has played a crucial role in managing and building his brand.

Kohli's endorsement deals, like the one with Puma, have significantly contributed to his earnings and market presence.

His investments in various sports teams and fitness ventures align with his brand image targeting a young urban audience.

Kohli's disciplined approach to fitness has become an integral part of his brand, influencing his endorsement choices.

Despite his massive success in India, it remains to be seen if Kohli can achieve global recognition beyond cricket-playing nations.

Transcripts

He is one of the highest paid athletes in the world, one of the most famous athletes

in the world and among the 100 most influential people in the world.

We are not talking about LeBron James or Cristiano Ronaldo - but Virat Kohli.

For a country of over one billion people, picking an idol doesn't get any easier.

Virat Kolhi is the captain of the Indian cricket team.

He dates a famous actress, speaks like a statesman and parties like a rockstar.

And he is widely acknowledged as the best batsman in the world.

While Kohli is destined to have his name alongside cricketing legends, he is the first to be

among the highest earning athletes worldwide.

To assess the value of Kohli, it’s worth noting that most of India's cricket crazed

1.3 billion inhabitants know him.

For comparison, hardly 800 million people live in Europe, and North and South America

combined are home to roughly 1 billion people, still less than India alone.

So what is it that makes Virat Kohli one of India’s biggest celebrities?

Celebrities are often worshipped as heroes.

But nowhere is it remotely on the same scale as in India.

All throughout Indian history people have been placed on pedestals and elevated to demigod

status.

While in the past this adulation was reserved for kings, it has now trickled into other

parts of Indian society and culture.

Unlike most earlier Indian cricketers who preferred to let their bat do the talking,

Virat Kolhi is not the one to shy away from confrontations on the field or at press conferences.

He has built a reputation for never standing down and not giving an inch on the field.

As stated in The Telegraph, those steeped in the ‘traditions’ of cricket and the

spirit of the game may be aghast at his behavior, but he finds approval for his actions in a

vast majority.

Cricket players do not get a salary anywhere close to that of athletes in domestic leagues

like for instance the NBA or Premier League.

This is because they represent their national team for the majority of the year and most

domestic tournaments run for barely over a month.

These leagues are lucrative, but the wages are adjusted for the short duration.

In sports like football, the domestic league is played throughout the year and players’

primary salary is paid by clubs, not national authorities.

So it makes perfect sense that no cricket player is on the Forbes List of Top 100 highest

paid athletes.

That is no cricket player except for Virat Kolhi.

He is by far the highest paid cricket player with a total annual earning of 26 million

which dwarfs all of his other colleagues.

The Indian Premier League (IPL) was the brainchild of an Indian Businessman.

After studying in the US and being exposed to the wild popularity and unique cultural

position basketball held there, he returned to India and modelled a cricket tournament

along the lines of the NBA which was unheard of in the traditionalist sport of cricket.

IPL launched in 2008 and immediately became a phenomenon in India.

The only people who challenge cricket players for God like status in India, are those from

Bollywood.

And IPL, married the two.

Many of India's biggest celebrities from actors like Shahrukh Khan and Preity Zinta to India’s

richest man Mukesh Ambani seemingly made a beeline for buying team franchises.

The IPL now has the second highest average attendance for any league across any sport

anywhere in the world and Virat Kohli is its highest paid player.

And yet despite the almost two and a half (2.4) million dollars from the IPL and a previously

unprecedented bumper contract with the National team, less than 9 percent of his annual earnings

comes from his salary.

The only athlete in the Forbes top 10 with more than 90 percent of earnings coming from

endorsements is Roger Federer.

So what makes Virat Kolhi so marketable?

Mukesh Ambani and Jio A part of the reason behind Kohli's immense

popularity is that he is way more accessible than any of the previous generation's stars.

And this is largely down to India's richest man Mukesh Ambani launching a telecom company

called Reliance Jio in 2016.

It offered free mobile data to everyone for 6 months and exceptional low prices after

that.

As a result, data prices from their competitors plunged in response.

Coupled with the explosion of cheap chinese smartphones in the Indian market, this led

to a whole new wave of Indians on the internet for the first time.

Millions of new Indian facebook and instagram accounts were created in the first few months

after Jio’s launch.

The timing of this coincided with Kohli’s form.

A huge number of people began streaming his matches from their phone, which meant more

people were seeing him at his best.

Now, they could even follow up on him post game from his regular social media updates

and interviews.

Everybody wanted a piece of him and it wasn't long before half the nation knew everything

about him from his favourite food to his toilet schedule.

Subsequently, it was revealed that amongst the hottest keywords from Internet searches

were Reliance Jio and Virat Kohli.

Kohli is now the most followed Indian on Instagram and reportedly earns over 350,000 dollars

for a single tweet.

The manicured beard, six pack abs and a bad boy attitude quickly garnered him an almost

religious young female fan following.

This was uncharted territory for Indian cricketers who were usually known only for their cricketing

ability.

With this, Kohli began transitioning from national sportstar to celebrity much the way

David Bekham did.

However the similarities with Beckham don’t end there.

Kohli cemented the cross-over when he began dating the beautiful Bollywood star, Anushka

Sharma.

Their marriage was a huge event in India and their relationship ensured magazines always

had a permanent stream of news to write about him, even when he wasn't on the cricket pitch.

Virat Kohli’s brand is built carefully by his superstar agent Bunty Sajdeh.

Bunty, or Jerry as Virat calls him after Tom Cruise's character in Jerry Maguire, has complete

freedom about everything Virat does off the field.

He can be viewed as the Indian version of Mino Raiola and represents a long list of

Indian sports superstars.

He handles everything about his players’ image from the apparel they wear to their

social media posts using a data driven model to identify target audiences and demographics.

A quick glance at the companies that Kohli endorses shows us exactly what audience he

targets.

We primarily see names like Puma, Google Duo, Uber, Tissot, Audi and Phillips.

These are companies that exclusively target the urban Indian population and that is exactly

the market that the brand Kohli is going after.

His own athleisure brand ‘One 8’ in collaboration with Puma is set to release a whole collection

of urban and youth centric apparel, footwear and equipment that he hopes will grow in the

same vein as the Jordan brand.

We can classify almost the entire list of companies he has endorsed and invested in

under one “urban youth centric” category.

Underneath this umbrella, we see three clear segments - Fashion, Health & Fitness and Sports.

Let’s take a deeper look at this to understand how Bunty has delivered on his promise of

showing Virat the money.

In 2017, Kohli stopped endorsing Adidas, and signed with Puma.

It was the largest ever endorsement deal for an Indian sportsman with a single brand.

This can be attributed to Puma agreeing to launch Kohli’s own signature line, One8,

after his jersey number 18.

The move paid off for both, with Kohli getting close to 150 million dollars from it.

Puma says its association with him led to 10% of its sales in India in 2019 along with

an overall 23 percent revenue growth.

He is also the co-creator of a youth fashion brand called Wrogn and is constantly seen

on advertisements for an ethnic wear brand called Maanyavar with his wife.

Kohli changed the nature of the cricket team's approach to fitness with his own transformation.

He went on a vegan diet and completely revamped his workout routine.

And his marketing team makes sure that his physical fitness is always associated with

his name.

Kohli caused a huge stir when he dropped Pepsico as his sponsor for not being in line with

his new healthy lifestyle.

He is now the face of India's most popular energy and nutrition drink, Boost.

In 2015, he invested close to 12 million dollars in setting up a new line of gyms in tier 1

Indian cities called Chisel.

After seeing the success of IPL and the popularity it garnered from the younger generation, a

whole bunch of copycat leagues in different sports began cropping up all over India.

Kohli promptly invested in some of them like a team in India’s domestic wrestling league

and even in the now defunct Tennis team UAE royals captained by Roger Federer.

The teams he owns are all very strategic investments and follow the same pattern.

For example, FC Goa, one of the teams he co-owns, is a part of India's football league.

Football and the Indian Super League have a largely young audience in India.

On top of this Goa is a state that is known for its beaches and young party goers.

One cannot help but notice the same characteristic features again and again that are ingrained

into every thing he does - something sporty, healthy or fashionable for a young urban audience.

He makes sure to only work with partners that suit his brand image and not accept every

offer he is given.

This clarity has worked well for him and built a strong credibility.

An article in the scroll captured Indian’s love for Kohli quite simply by saying “It’s

easy to see why Kohli is so popular in India.

He is the best cricketer in a country that adores the game and its stars.

He is a fitness and style icon.

He dates a famous Bollywood actress.

He talks like a statesman and parties like a rockstar.

He is what every youngster in India aspires to be.”

While in India Kohli seems to only be getting bigger and bigger, it remains to be seen if

Kohli can break the confines of the limited global appeal for Cricket outside the Commonwealth

nations and transition into a truly global personality.