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Virat Kohli (left) is fast catching up with the brand value of the King Khan of Bollywood, Shah Rukh Khan © IANS

The captain of the Indian cricket team, Virat Kohli is fast catching up with the brand value of the King Khan of Bollywood, Shah Rukh Khan as Kohli’s brand value is set at $92 million, second to that of Khan at $131 million, according to a report published by Duff and Phelps, a global advisor and corporate finance advisory firm in October 2016. But the numbers may have gone up since then. Kohli’s brand value has ascended by 20-25 percent after his appointment as the captain of India’s One-Day International (ODI) and Twenty20 International (T20I) teams and will continue to follow the same ascension if he continues to perform  the way he has been for last one year, sports marketing executives believe. Over the last six months, Kohli scored double centuries in four back-to-back Test series and has scored the most number of  Test runs by an Indian in a home Test season (1,206) with four matches yet to be played. FULL CRICKET SCORECARD: India vs Australia 1st Test at Pune

Kohli’s performance in the upcoming Australia series will also decide his place in the ICC  Test batsmen rankings. Currently with 895 points,  he has a high possibility of taking over Steven Smith, who stands first with 933 points, reported Hindustan Times.

Tuhin Mishra, co-founder and managing director of Baseline Ventures, a sports marketing, entertaining and licensing firm, believes that “performance improves the perceived value of a brand ambassador.” He added that the moment Kohli became the captain of ODI and T20I teams, his brand value going up by 20- 25 percent  was quite the norm. Glenn Maxwell: Australia are trying to form a game plan for Virat Kohli

Kohli currently endorses many brands, including mobile phone brand Gionee and luggage brand American Tourister. He has also been appointed the goodwill ambassador by the NDA government’s ‘Skill Mission’ in India. Aviral Jain, director at Duff and Phelps, believes that it is Kohli’s consistent and unbeatable records and made the companies want to position themselves as market winners and sign him as a brand ambassador.

Bunty Sajdeh, Kohli’s manager had also admitted that in the last few years, Kohli has become more bankable, but says that the records are more about reassurance and vindication than about how much more interest to garner. Anil Kumble praises Virat Kohli’s transformation

As of today, Kohli’s promotional association ranges from different sports leagues, like that of football, tennis and wrestling, to fashion label (Wrogn), a chain of gyms (Chisel) and a tech start-up (Sports Convo). Recently, he joined MuveAcoustics, a personal lifestyle audio brand in partnership with Zeeva, a Hong Kong based consumer electronics company. He has also partnered with Nazara Technologies, the leading mobile game developing company behind Chhota Bheem mobile game, to launch online cricket games.

Founder and chief executive of CAA Kwan, Anirban Das Blah believes that  the day is not far when Kohli will be one of the ‘most expensive brand ambassadors in the history of endorsements in India, and justifiably so’ and going by that trend, will become the personality with the biggest brand value in the country.