Virushka Myntra DEAL – Virat Kohli Anushka Sharma: After much awaited century by the former India captain, Virat Kohli has again started getting brands lining up on his doors. According to people working closely with him, demand for Kohli has increased since his century in Asia Cup 2022. Meanwhile, Flipkart-owned fashion e-commerce platform Myntra has appointed celebrity couple Virat Kohli and his “constant support” Anushka Sharma as its first brand ambassadors. The POWER COUPLE reportedly have charged 10 Crore for the endorsement: Follow IND vs AUS T20 Series & ICC T20 World CUP LIVE Updates with InsideSport.IN
Thought the platform declined to reveal the brand deal size or period of association. According to celebrity management sector estimates, Myntra may be shelling out upwards of ₹10 crore for the couple as brand endorsement fee.
- According to celebrity management sector estimates, Myntra may be shelling out upwards of ₹10 crore for the couple as brand endorsement fee
- This is would be the couple’s second big brand endorsement deal after men’s ethnic wear brand Manyavar deal in 2017.
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Virushka Myntra DEAL – Virushka Brand Value: Myntra has launched an integrated campaign called ‘Go Myntra-la-la’ which is being promoted across television, print, digital and outdoor.
The television campaign, created by advertising agency McCann Worldgroup, Bengaluru, features the couple sporting a variety of apparels and accessories from the site.
This was Myntra’s biggest campaign so far through which it was targeting reaching 100 million consumers through various media platforms, said Amar Nagaram, head, Myntra-Jabong. “The association of Bollywood and sports with fashion needs no introduction and hence having Virat and Anushka as the face of this new campaign will enable us to build strong brand salience and establish the joy and convenience of shopping on Myntra,” he added.
With a total brand value of around $200 million, Kohli and Sharma are emerging as a power couple who collectively endorse around 40 brands such as Head and Shoulders, Pepsi, Celkon, Boost, Audi, Fastrack, Nivea, Puma, American Tourister and Uber.
According to the 2018 Duff & Phelps celebrity brand valuation report, Kohli and Sharma, or ‘Virushka’ as they are popularly known, are the biggest ‘power couple’ it terms of brand promotions after Deepika Padukone and Ranveer Singh
Myntra services over 19,000 pin codes across the country. The company said it has partnered with over 2000 leading fashion and lifestyle brands such as Nike, Puma, Harley Davidson, and Ferrari.
Over 50% of Myntra’s customers are now coming from Tier 2 and Tier 3 cities such as Bhubaneswar, Trichy, Coimbatore, Kanpur, Raipur and Indore. Myntra also said that region like North East is historically a fashion forward market and hence an important market for the company.
Interestingly Judith McKenna, president and chief executive officer of Walmart International is in Bengaluru this week to assess the progress made by Myntra since the acquisition.
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