Virat Kohli sets the norm by refusing to endorse Pepsi

Virat Kohli said his decision was dictated by the fact that he did not consume the drink

Indian cricket team captain Virat Kohli’s decision not to renew his multi-crore contract to endorse the cola brand Pepsi has raised the game for the booming business of celebrity brand endorsements. Kohli said his decision was dictated by the fact that he did not consume the drink and, therefore, did not think it right to endorse it. As he explained it to the media, the drink was taboo in his punishing diet and fitness regimen and, as captain, he would not demand of his team-mates anything that he would not do. Kohli is not, of course, the leader in endorsement-abstinence.