CHENNAI: Indian cricket skipper Virat Kohli and 'newly husband' isn't just the most precious player going around in the world of cricket; he's also India's most precious brand with a celeb value of $143 million. Kohli has triumphed over Bollywood superstar Shah Rukh Khan, who crowned the title of the nation’s most precious celeb brand from 2014, as per report by corporate advisers Duff & Phelps.

Kohli, along with Deepika Padukone and Ranveer Singh, has led the gradient of millennial to the apex of the rankings. Former skipper ‘Mahi’ Mahendra Singh Dhoni loses the rank from 9th place last year to 13th this year.

 The first time a female sportsperson has made it to the top 15 as PV Sindhu makes an entry at 15.

The report also notices that companies are signing endorsement deals to draw in millennial. For case in point of Coca-Cola that decided to not renew its contract for Thums Up with Salman Khan for the first time since 2012. It, in its place, signed Ranveer Singh. Likewise, Honda introduced upcoming actress Tapsee Pannu as its brand ambassador for scooters for millennial riders.

In this row, Juhi Chawla was replaced by Parineeti Chopra in the Kurkure ad, at the same time as Ranbir Kapoor replaced the previous ambassador Saif Ali Khan for Lays Chips' ad