Advertising & marketing experts say that Brand Virat's enduring charm is this: His ability to take any situation in his stride.
For companies wanting to target the under-35 population, this attribute is compelling.
"I don't think Kohli is a flash in the pan," says Piyush Pandey, executive chairman and creative director, South Asia, Ogilvy & Mather, who is also a keen cricket enthusiast. "If brands want to work him, that's great," he says. "But at the same time, allow him to play the game."
Marketers remain hopeful that Kohli will not fall prey to the trappings of success or poor form like young guns before him.
Too many of them such as Irfan Pathan, touted as a promising player a decade ago following his exploits at the Under-19 World Cup (in 2003) and the Test Tour to Pakistan (in 2004), have had to contend with issues pertaining to form.
"Kohli is the fittest at the moment and we all hope he can continue playing and enjoying himself," says Das Blah.
Image Courtesy: Nike India