MAM
Virat Kohli a hot property for advertisers
MUMBAI: At a time when the sentiment towards the Indian cricket team is down, Virat Kohli is shining brightly. Brands are chasing the young cricketer due to his performance and personality which has led to a jump in his fee.
Vicks has stitched a brand endorsement deal with Vicks.
While not talking about new deals, Cornerstone promoter Bunty Sachdev said that the player has breached the Rs 30 million endorsement threshold; it now hovers around Rs 35-40 million.
Kohli currently endorses 12 brands. A handset brand and a telecom operator are currently negotiating to sign him
up.
Another sports marketing expert says that Kohli is the face of the cricket team‘s future. That combined with his aggressive personality makes him desirable for brands. “The price, though, will depend on the kind of brand he is going to be associated with. If it is a premium brand, then he might charge a litttle less. If it is relatively unknown, then his price would be on the higher side which would mean anywhere between Rs 25-35 million for endorsement,” he said.
Brands
ABD Maestro bags Distiller of the Year at Icons of Whisky India 2026
ARTHAUS campaign win adds sparkle as firm marks first anniversary
MUMBAI: ABD Maestro Pvt. Ltd., the super-premium and luxury spirits arm of Allied Blenders & Distillers, has been named Distiller of the Year at the Icons of Whisky India Awards 2026, capping off a milestone first year for the company.
The recognition comes as ABD Maestro completes one year of operations, having built a portfolio of ten brands across categories and expressions, in line with rising consumer appetite for premium, globally benchmarked spirits.
Held in Gurugram, the 15th edition of the Icons of Whisky Awards honoured excellence in innovation, craftsmanship and leadership across the whisky industry. ABD Maestro emerged as the only Indian company to win the title alongside six international players, underscoring its growing global standing.
Adding to the wins, ARTHAUS Blended Malt Scotch Whisky was awarded ‘Campaign Innovator of the Year’, highlighting its differentiated positioning and engagement strategy in India’s competitive premium Scotch segment.
ABD Maestro Pvt. Ltd. managing director Bikram Basu said, “India’s super premium whisky landscape is evolving fast with consumers showing a clear preference for globally benchmarked expressions. Being named ‘Distiller of the Year’ in our first year, and as the only Indian company recognised alongside international players, is a defining milestone.”
He added that the recognition reflects the strength of the company’s portfolio and its commitment to craftsmanship, innovation and quality.
The twin honours mark a strong start for ABD Maestro, reinforcing its ambition to shape India’s luxury spirits landscape while strengthening the country’s presence on the global whisky stage.
