To practise what he preaches, Kohli drops Pepsi, fairness products

New Delhi, September 16 : Keen to be seen as a socially responsible youth icon, Indian cricket captain Virat Kohli has stopped endorsing soft drink maker Pepsi and fairness products because of their association with junk food and racism.The 28-year-old swashbuckler is among the most sought after for endorsements but Kohli has decided that he would lend his name only to brands which he himself uses and believes in, people in the know of his endorsement deals said on Saturday.The first casualty of this principle has been his association with Pepsi, a company he had been endorsing since 2011.Kohli refused to renew the contract which ended in April this year, saying at the time that he would not ask people to consume something that he himself did not.
Kohli has time and again endorsed healthy lifestyle, which has been key to his awe-inspiring fitness levels and endorsing a soft drink certainly appeared to be a contradiction. While Kohli’s management firm Cornerstone refused to answer queries on the matter, a market insider, who has worked closely with the Indian captain on brand deals, said he is now more aware of his social responsibilities. “Virat also no longer endorses fairness creams or products of that genre. Virat has risen through the ranks by virtue of talent and hard work,” the official, who has worked with Kohli told PTI.