Flipkart-owned fashion e-commerce platform Myntra n Friday announced that it had appointed celebrity couple Virat Kohli and Anushka Sharma as its first brand ambassadors.
The platform declined to reveal the brand deal size or period of association.
According to celebrity management sector estimates, Myntra may be shelling out upwards of ₹10 crore for the couple as brand endorsement fee.
This is would be the couple’s second big brand endorsement deal after men’s ethnic wear brand Manyavar, which they have been associated with since 2017.
Myntra has launched an integrated campaign called ‘Go Myntra-la-la’ which will be promoted across television, print, digital and outdoor.
The television campaign, features the couple sporting a variety of apparels and accessories from the site.
According to the 2018 Duff & Phelps celebrity brand valuation report, Kohli and Sharma, or ‘Virushka’ as they are popularly known, are the biggest ‘power couple’ it terms of brand promotions.
The report defines a power couple as a relationship consisting of two individuals who are both successful and influential and states that the concept is becoming increasingly popular in the country