Virat Kohli: A Case Study in Leadership, Brand Image, and Philanthropy

This essay explores the leadership qualities of Virat Kohli, the captain of the Indian international cricket team, and his impact on society through the Virat Kohli Foundation. The foundation focuses on assisting underprivileged children with education and improved living conditions, demonstrating Kohli's commitment to social responsibility. The essay highlights how Kohli's philanthropic efforts and brand image are intertwined, enhancing his popularity and providing opportunities for collaborations with brands that share similar values. By leveraging his celebrity status and talent, Kohli exemplifies how leaders can utilize their influence to create positive change and strengthen their brand image. The essay also references how Kohli uses social media to promote his philanthropic activities, further enhancing his brand awareness and net worth. The analysis demonstrates that Kohli’s leadership extends beyond the cricket field, making a significant impact on society and solidifying his position as a respected figure globally. Desklib provides access to similar essays and study resources for students.

Effective leadership
Virat Kohli

Virat Kohli 1
Leadership is important in every business association that we indulge in today. The world has
reached its current position due to the presence of flamboyant leaders. Today, celebrities exist in
every field. Be it sports, management, dancing, acting or singing. In every industry, there are a
few people who have made a significant mark through their charismatic personality, immense
talent and extreme hard work.
One such celebrity is Virat Kohli who is currently the captain of the Indian international cricket
team. The man started his career at the young age of 18 by playing for the country. He is well
known for his talent, batting skills and sportsman spirit. He holds a large number of cricket
related records in the world. He is often criticized for his aggressive game yet has a massive fan
following through different parts of the world.
Kohli has an exceptionally strong brand image. The player has not only leveraged this on his
game but has also effectively used this image to address various social issues. Virat Kohli
Foundation was established in the year 2013. The organization is aimed at helping
underprivileged children who are suffering below the poverty line, cannot get education or do
not have a source of employment. The foundation conducts events to raise money for these
children and helps them get a better life with improved living conditions and basic school
education.
Virat Kohli Foundation has tied up with various NGOs in India in order to create awareness
about the extent of poverty in India. The foundation provides supports to these NGOs by raising
funds and assisting their campaigns. The Virat Kohli Foundation also owns the All Heart
Football Club which plays for ‘Humanity’.
The foundation works for children and celebrates sports. This demonstrates Virat Kohli’s passion
for sports. Kohli is often criticized for the aggression that he demonstrates in his games. Such
acts of kindness and philanthropy help the cricketer set the right positioning in the minds of
consumers. Kohli is also often seen auctioning his items (bat, ball, clothes, and helmet) in order
to raise money for the underprivileged. The cricketer recently married leading Bollywood actress
Anushka Sharma. The much talked about couple decided to sell their wedding pictures to raise
money for charity.

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Virat Kohli is a celebrated leader in India and abroad. AS a leader, it is important to understand
self’s impact on the world and its people. The Virat Kohli foundation is a perfect example of his
leadership integrity, as the foundation demonstrates Kohli’s sensibility and sensitivity towards
leading social issues that corrupt the society today. The steps taken by the foundation evidently
reflect his efforts to cater to the needs of those who are underprivileged. Leadership integrity of
any leader can be demonstrated by his efforts to make the world a better place through his
resources, brand image and talent (Dhandhnia & Tripathi, 2017). Virat Kohli foundation does
exactly that.
It is true that these acts are backed by integrity but at the same time they act as promotional
strategies. But clearly, they have a massive impact on Kohli’s brand image. Kohli has been
praised across all social media platforms, leading newspapers as well as magazines for his social
deeds. He also uses social media tools like Instagram, Facebook and Twitter to promote these
activities (Solomon & Tuten, 2017). He has received positive responses from his fans. The
establishment of the foundation has also benefitted Kohli by further strengthening his brand
image as well as giving him an opportunity to work with leading brands that depict a similar
value set through their products. These corporate associations have further enhanced Kohli’s
brand awareness as well as added to his net worth.
Leadership is a crucial issue. Leaders across the world have immense power and it is imperative
that they must utilize that power and impact to make a change in the world that we live in. These
leaders are also benefited by their own philanthropic efforts as these efforts add on to their brand
image (Escalas & Bettman, 2015). Virat Kohli is a profound celebrity who is recognized across a
globe because of his immense talent and hard work. He is the captain of the India Cricket Team
and besides being a charismatic leader, he is also the founder of Virat Kohli foundation which
has been working towards uplifting the underprivileged children. These steps by the cricketer
have earned him immense respect across his fans globally and have also been effective in
enhancing his brand image and popularity.

Virat Kohli 3
References
Dhandhnia, K.A. and Tripathi, S., 2017. Emotional Branding Through Celebrity Endorsements.
Driving Customer Appeal Through the use of Emotional Branding, p.273.
Escalas, J. E., & Bettman, J. R. (2015). Brand relationships and self-identity: Consumer use of
celebrity meaning to repair a compromised identity. Strong brands, strong relationships, 81-94.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Virat Kohli Foundation, 2018, ‘Charity gala dinner for the empowerment of children and youth’,
http://www.smilefoundationindia.org/virat-kohli/, retrieved on 22 February, 2018.