The cola industry in India is undergoing a drastic crisis. The local brands are making same kind of drinks at a much cheaper price tag and it’s already a hit among the urban cola lovers. If that wasn’t enough, now Virat Kohli, Indian cricket team skipper and country’s highest paid celebrity has now shown his disinterest to represent a brand that he cannot connect to.
Being associated with the brand for last six years, Kohli’s contract just got over. While Pepsi is keen to have him onboard, the increasing woes over sugary and carbonated drinks are preventing Kohli from resigning the contract.
In an interview with CNN-IBN, Kohli said, “"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," he said. "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 that 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'm getting money out of it."
Virat Kohli is now playing ICC Champions Trophy in England. At the moment, he endorses 18 brands, with the ones related to food and beverages being Pepsi, Herbalife nutritional supplements and Boost. Other endorsements include MRF tyres, Tissot watches, Puma sports gear, Colgate oral care, Audi cars and Samsonite luggage.
