The Indian Cricket team Captain, Virat Kohli is once again making the headlines. And this time, not for his elegant wedding in Italy, but for ranking as the most valuable celebrity brand in India. Wow! This is huge. Virat Kohli has topped the chat and for the first time, Shah Rukh Khan is second. In a recent report by Duff & Phelps titled 'The rise of the Millennials: India's Most Valuable Celebrity Brands', the brand value of Kohli rose by 56% from last year which amounts to USD 144 million. The reason for his growth is basically due to his growing endorsement fees, on-field performances, and rise in popularity index. As reported by a leading news agency, the Duff & Phelps managing director, and region leader, Varun Gupta quoted; "For the first time since we began publishing our rankings, Shah Rukh Khan has slipped from the top ranking and been replaced by Virat Kohli. Kohli is now the first choice of brands to engage and attract consumers, fueled by his extraordinary on-field performances and off-field charisma,". Shah Rukh Khan who ranked second with a brand value of USD 106 million, is reported to have dropped by nearly 20 percent as compared to 2016. The Bollywood diva Deepika Padukone valued at USD 93 million, retaining her third spot on the list. The Indian entertainment Industry is definitely seeing a healthy competition. According to the Duff & Phelps director Aviral Jain, as reported by a leading news agency said; “While Bollywood celebrities continue to dominate the top 15, sportspersons are providing tough competition as Kohli, Dhoni, and Sindhu, collectively valued at USD 180 million, account for nearly a quarter of the overall celebrity brand value of the top 15”. Recently, Virat Kohli and his beautiful bride Anushka Sharma had gone to the Prime Minister’s office to invite Prime Minister, Narendra Modi for their wedding reception which is all set to take place today, December 21 in New Delhi. Another reception is set to take place on December 26 at Mumbai. The Charming Cricketer after having a blissful wedding and now having the highest celebrity brand value in the country is definitely in for a double celebration. Congratulations Virat Kohli on your successes, we hope for greater achievements in the coming year.