When is it time to change your celebrity?

When is it time to change your celebrity? When the incumbent is visibly starting to show a downward spiral? Well, that's too simplistic. And obvious

I have been rather busy over the past few weeks. The think-tank that I run on “celebrities as human brands” has been inundated with one nervous question from over a dozen clients: Is it time to change my brand’s celebrity?

The question has largely been triggered by the recent downturn in the fortunes of a number of celebrities who, until not very far back, were seen to be almost infallible, and too big to fail.

Virat Kohli, in the last one year has been dethroned as India’s captain across all three formats. And, he is facing a batting drought. Before Edgbaston, in