A short investigation ensues.

One of India’s ace cricketers Yuvraj Singh got married to Hazel Keech late last year. The wedding seemed to be a blast and the guests also were having a rager. However, the focus was not on the newly-weds at the event. Fellow cricketer and one of the world’s highest paid athletes Virat Kohli and his plus one Anushka Sharma danced like no one was watching. But in fact, a video that went viral surfaced and the internet went into a mushy meltdown.

A festive setting in an ad a few years ago had Kohli (then) endorsing Pepsi for house parties.  He is also the brand ambassador for the Indian menswear giant Manyavar with whom he’s made several ad campaigns to promote the brand. He’s starred in a video based around Holi wearing a Manyavar kurta. Another one on new beginnings in the Indian society set in the background.

If you look at most other celebrities, Bollywood or otherwise, there haven’t been many representative for a more traditional –or ‘sanskaari’ as the kids say– components of the industry. Which kind of brings us to the point that Virat Kohli has been officiated as the poster boy for India’s festive season in all kinds of media. He has been the king of festivities for a few years now. Let’s give him a few more years on the throne. But, will there be someone different in the next decade? Only time will tell.