On The Brand Equity Show, Agilitas chief executive Abhishek Ganguly spoke about his company’s sustained partnership with cricket icon Virat Kohli. He highlighted the significance of building enduring brand collaborations that extend beyond single campaigns, stressing that such relationships are central to creating lasting commercial value in the Indian market.

Ganguly explained that the partnership with Kohli was forged on mutual trust and a shared vision for athlete‑led branding. He noted that the collaboration has evolved over time, allowing both the brand and the sportsperson to explore new avenues for engagement, from product endorsements to co‑created content that resonates with fans across the country.

The discussion covered the broader business of sports endorsements, with Ganguly pointing out that successful deals require a deep understanding of the athlete’s personal brand and the cultural context in which it operates. He argued that aligning brand values with a sportsperson’s image can amplify reach and credibility, especially in a market as passionate about cricket as India.

According to Ganguly, the strength of the Agilitas‑Kohli partnership lies in its consistency and the ability to adapt to changing consumer preferences. He described how the duo continuously evaluates market trends, ensuring that campaigns remain relevant and that the partnership delivers measurable impact for both parties involved.

The CEO also touched upon the competitive landscape, mentioning that established global brands are increasingly targeting Indian sports personalities. He suggested that Agilitas’ approach, which prioritises long‑term collaboration over short‑term deals, positions the company favourably against rivals seeking quick wins through high‑profile endorsements.

In outlining future plans, Ganguly indicated that the partnership will continue to explore innovative formats, including digital experiences and community‑focused initiatives. He emphasized that such efforts aim to deepen fan engagement and reinforce the brand’s commitment to supporting athletes beyond traditional advertising.

Looking ahead, Ganguly anticipates further confirmations and official statements related to The Brand Equity Show as upcoming competitive fixtures approach. He reaffirmed that Agilitas remains dedicated to nurturing strategic partnerships that drive sustained value for both brands and sportspersons in India’s dynamic sports ecosystem.