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Ten brands making diapers & juices welcome Virat Kohli’s baby, hoping to get him to endorse their products!

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BY S VENKAT NARAYAN

Our Special Correspondent

NEW DELHI, January 16:

Last Monday afternoon, Indian cricket team’s Captain Virat Kohli announced on Twitter that he and his Bollywood actress-wife Anushka Sharma had been blessed with a baby girl.

Moments thereafter, at least 10 consumer companies producing diapers and juices made a dash to be associated with India’s highest paid celebrity, who is possibly the richest cricketer on the planet. His current brand value is $237.5 million, or INR 1,734 million.

Proctoer & Gamble’s Pampers, Tropicana fruit-juice-maker, Pepsi, food delivery platform Zomato, deliversy services company Dunzo, and Liberty Shoes were among those who released advertisements across social media platforms like Twitter, Instagram and Facebook to celebrate the occasion.

Kohli does not endorse any products made by these companies. They are said to be considering signing him on.

A senior executive aware of the development said: Kohli’s management firm has been getting feelers from brands with child-centric products for endorsements even before the birth of the baby.”

While brands he endorses are naturally leveraging the birth of the baby, at least eight to ten other brands want to sign him now, he added.

“Here’s to new roles and a new innings,” P&G’s Pampers said on its social media handles with a short video congratulating the new parents.

“GoodnessComesHome, #ItsAGirl,” PepsiCo’s Tropicana posted on its Instagram handle, with visuals of the “goodness of fruits.”

Dunzo posted a picture of a stork carrying a bundled baby captioned “Just Delivered” on its Instagram and Twitter handles.

Liberty Shoes posted a diagram of baby feet cradled by a pair of hands captioned “Beginning of the Much Awaited Innings” with the Virushka hashtag. (Virushka is a name coined by the media here for Virat (Kohli) and Anushka (Sharma).

Pepsi, which Kohli endorsed until 2017, made a direct reference to its Swag tagline in its social media message “A Swagstar is Born” blended with its logo.

A PepsiCo India spokesman said in an email: Leveraging topicality via fixed and fluid moments is very important to consumers. Moment-marketing fulfils these requirements and helps brands to further create impactful connect and engagement with consumers.”

Prasoon Joshi, chief executive officer of McCann Worldgroup India and chairman Asia-Pacific at McCann, said: For brands, associating with big moments of celebration such as this is aimed to create positive rub-offs on themselves.”

Kohli is India’s most expensive celebrity as far as endorsements go. He charges INR 50 million to INR55 million for a day’s work—much more than what MS Dhoni, Shah Rukh Khan and Aamir Khan charge in India, and more than what football icon Lionel Messi, golf superstar Rory McIlroy and Golden State Warriors’ Stephen Curry abroad.

The 32-year-old’s 17 endorsement deals include Puma, Audi, Manyavar ethnic clothing, Blue Star airconditioning, Himalaya personal care, e-commerce fashion portal Myntra, e-sports platform Mobile Premier League, edtech company Great Learning, Wrogn clothing line, Uber, Boost Energy, MuveAcoustics, and MRF Tyres.



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Sri Lanka sets bold target to slash cash use, seeks unified Fintech regulator

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Channa de Silva, Chairman of the Fintech Forum, Sri Lanka

The inaugural Sri Lanka Fintech Summit 2025 concluded with industry leaders and regulators establishing two critical national priorities: a bold target to reduce physical cash usage and a push for consolidated regulatory oversight.

In a key decision, participants set a clear three-year goal to lower the ratio of cash in circulation to GDP from 4.5% to 3.5%. The strategy will focus on digitizing high-cash sectors like transport, utilities, and SME payments, while expanding digital access through post offices and cooperatives.

For the long-term health of the ecosystem, stakeholders agreed to lobby for the creation of a single, unified regulatory authority dedicated to fintech oversight. This aims to streamline approvals and provide clearer guidance for innovators.

“Our members needed to leave with concrete action points,” said Channa de Silva, Chairman of the Fintech Forum, Sri Lanka. The summit, designed as a series of closed-door roundtables with regulators including the Central Bank, produced actionable frameworks. “It was about defining KPIs, setting targets, and giving the industry a shared direction,” de Silva explained.

The outcomes signal a concerted shift from discussion to execution, aiming to build a more inclusive, efficient, and secure digital financial economy for Sri Lanka.

By Sanath Nanayakkare ✍️

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Kukus Group plans 18 outlets across three distinct Sri Lankan hospitality concepts

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Lakmini Gurusinghe and Randila Gunasinghe

A new force in Sri Lanka’s food industry, Kukus Group, is gaining momentum with a clear vision to deliver authentic cuisine, high hygiene standards, and affordability. Founded by young entrepreneurs Nadeera Senanayaka, Lakmini Gurusinghe, and Randila Gunasinghe, the group has successfully launched its pilot outlet and is now preparing for a significant nationwide expansion.

The inaugural  in Kotte has served as a successful proof of concept. Operating for five months, this modern street-food outlet has garnered a strong customer response, confirming market demand and providing the confidence to fund the group’s ambitious growth strategy.

The inaugural in Kotte

“The positive reception has been overwhelming and has solidified our plans,” said Lakmini Gurusinghe and Randila Gunasinghe. “Our Kotte outlet is the operational model we will replicate – ensuring consistent quality, disciplined operations, and excellent service across all future locations.”

The group’s expansion strategy is built on three distinct thematic brands:

Kukus Street: Targeting young urban customers, these outlets offer a vibrant, casual dining experience with a menu of Sri Lankan rice and curry, kottu, snacks, and BBQ, with most meals priced under Rs. 1,500. Services include dine-in, takeaway, and delivery.

Kukus Beach: Planned for coastal areas, beginning in the South, this concept will feature an urban-style beach restaurant and pub designed for relaxed social dining.

Kukus Bioscope: Celebrating Sri Lanka’s cinematic heritage, this dedicated restaurant concept will create a nostalgic cultural space inspired by the golden eras of Sinhala cinema, with the first outlet slated for Colombo.

The immediate plan includes transforming the flagship Kotte location into Kukus Pub & Bar, pending regulatory approvals. The long-term vision is to develop 18 outlets nationwide: 10 Kukus Street locations, 5 Kukus Beach venues, and 3 Kukus Bioscope establishments.

“Kukus Group is more than a hospitality brand; it’s a celebration of Sri Lankan flavors and culture,” the founders concluded. “Our mission is to build trusted, recognizable brands that connect deeply with communities and offer lasting cultural value alongside authentic cuisine. We are dynamic and excited to proceed with this strategic expansion,” they said.

By Sanath Nanayakkare

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Fcode Labs marks seven years with awards night

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The Fcode Labs team at Awards Night 2025

Fcode Labs marked its seventh anniversary by hosting its annual Awards Night 2025 at Waters Edge, celebrating team achievements and reinforcing its organizational values.

The event featured keynote addresses from Co-Founders & CEOs Buddhishan Manamperi and Tharindu Malawaraarachchi, who reflected on the company’s annual progress and future strategy. Chief Operating Officer Pamaljith Harshapriya outlined operational priorities for the next phase of growth.

Awards were presented across three key categories. Prabhanu Gunaweera and Dushan Pramod received Customer Excellence awards for partner collaboration. Performance Excellence awards were granted to Munsira Mansoor, Thusara Wanigathunga, Thushan De Silva, Adithya Narasinghe, Avantha Dissanayake, Amanda Janmaweera, Sithika Guruge, and Sandali Gunawardena. The Value-Based Behaviour awards were given to Thilina Hewagama, Udara Sembukuttiarachchi, and Kavindu Dhananjaya for exemplifying company values.

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