Editorial Abhimanyu Ghosh: The Power of Promise in Branding and the Rise of Virat Kohli

In the ever-evolving world of branding and marketing, one principle remains steadfast: a brand is only as good as its ability to deliver on its promises. The same applies to marketers—those who honor their commitments to the market stand apart in a noisy, competitive landscape. The credibility of a brand hinges on its consistency. Deliver, and you soar. Falter, and you fall—spectacularly.

This issue delves into a theme that blends both personal and professional intrigue: the emergence of Virat Kohli as the face of Indian cricket’s future. Our editorial team has examined why Kohli, more than any other contemporary cricketer, holds the potential to rekindle the nation’s deep, emotional connection with the sport once dubbed India’s “religion.”

In the post-Sachin Tendulkar era, Indian cricket has faced a loyalty crisis. The retirement of cricketing legends, a string of controversies, and public disillusionment with governing bodies like the BCCI have led to a decline in passionate following. Even the achievements of Mahendra Singh Dhoni—arguably one of India’s most successful captains—could not fully revive the fervor. While Dhoni delivered results, the emotional anchor that Sachin provided was still missing.

Enter Virat Kohli—a player whose brand value is rooted in attitude, passion, and aggression. He is more than just a talented batsman; he embodies a spirit that today’s India identifies with. But as with any brand, his longevity and legacy will be determined not by hype, but by consistent performance. Can he and the new generation—Rohit Sharma, Ajinkya Rahane, and others—rebuild the faith of a nation in its most beloved sport? The answer lies in whether they can deliver on their promise, just like any successful brand must.

In this edition, we’ve also explored several pivotal stories in the world of branding and marketing. One of the most compelling is the return of Liril, a brand once built on pure passion—and tragically undone by erratic branding decisions. The frequent shifts in advertising and positioning chipped away at the deep emotional imprint Liril had once made on Indian consumers. The question remains: Can its comeback restore the lost trust? We certainly hope so.

As always, our goal with this issue is to provoke thought and provide insight. We had a tremendous time researching and putting together these stories. We hope you enjoy reading them as much as we enjoyed crafting them.