India captain Virat Kohli is a mega star with the bat in hand and an equally powerful celebrity off the field.

He is one of the most valuable brands in the world of sport, not just cricket. The 29-year-old is one of the highest paid athletes in the world, placed 83rd on the top 100 list by Forbes. With a reported annual earning of $24 million (June 2017 to June 2018), Brand Virat Kohli is at its peak.

The India skipper has a major presence on social media. The Delhi batsman has 37 million followers on Facebook, 25.7 million on Twitter and 22.6 million on Instagram.

As most celebrities do, Kohli uses his social media reach to promote his brand and endorse products directly to his fan base. But while most super stars, or at least their social media teams, pick and chose the promotional content to post on social media, Kohli’s social media account has gone into overdrive over the last month.

Out of the last 10 tweets posted from Kohli’s account (not including retweets until mid-day July 3), five were branded content. That included social media push for his apparel brand Wrogn, Philips India and American Tourister.

Let’s see if this continues.