When veteran actor Amitabh Bachchan came on screen to insist that a perfect husband would only buy products from Prestige, or Katrina Kaif convinced viewers that Slice was the best drink in the market, consumers resonated with their favourite actors. That is the value celebrities bring to brands.

In a podcast with Raj Shamani on YouTube, CEO and co-founder of wearable brand Noise, Gaurav Khatri, shared his thoughts behind getting celebrities as brand ambassadors, looping in cricketer Virat Kohli as the face of Noise and the rise of influencer marketing. He answered why the company chose Kohli to represent the multi-million dollar brand.

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Khatri said that as his brand transformed, with its focus on fitness and health, there was no better person to represent Noise than Kohli. “We wanted someone that people look up to for fitness and his excellence towards anything he does,” Khatri remarked about choosing Kohli as Noise’s brand ambassador.

He added that the journey of the brand and Kohli also had similarities. “We are a brand that started from 0, he started from 0 and then became one of the biggest in the country,” he added in the podcast.

The cricketer’s global appeal also makes him fit the bill especially as the brand aims to establish a global presence going forward. Speaking about Kohli’s association with a competitor before working with Noise, Khatri said that it was only relevant for a few months during the transition, but in the long term, only the reliability of the products made an impact.

Speaking about the rise in influencer marketing, he stressed the importance of the nascent industry but said that there was no chalked-out strategy on how to go about it given the fragmented nature of the industry.

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