JOURNAL ARTICLE

Post-Kohli Playbook: Rethinking endorsements in a fragmented influence economy.

  • Published In: CSO Forum, 2025. P. N.PAG 1 of 2

  • Database: Applied Science & Technology Source Ultimate 2 of 2

Abstract

The article discusses the impact of Virat Kohli's retirement on the advertising and media industry in India. Kohli was a highly influential figure in brand endorsements, embodying traits that resonated with young Indians. His departure signals a shift towards a more diverse influencer landscape, with brands focusing on a variety of emerging athletes, regional stars, and content creators. Marketers are urged to recalibrate their strategies in the post-Kohli era, emphasizing community-driven digital campaigns and long-term brand ecosystems over individual stardom. [Extracted from the article]

Additional Information

  • Source:CSO Forum. 2025/05, pN.PAG
  • Document Type:Article
  • Subject Area:Marketing
  • Publication Date:2025
  • Accession Number:185156564
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