Days after Neeraj Chopra’s historic gold medal at the Tokyo Olympics, news reports claimed he was the second-most marketable athlete in the country, behind only Virat Kohli. His soaring popularity on social media (he added 3 million Instagram followers in a week after the Olympics) and stronger public profile meant not many doubted this claim. An Olympic medal has been a rarity for India for almost half a century. Winning one is always a cause of national celebration and turns the medallist into an overnight star. Due to India’s super showing at Tokyo 2020 (this was India’s best-ever performance at the Olympics) and huge public interest in the Games, the medallists are already celebs. And their newfound celeb status is attracting huge brand interest and guaranteeing them windfall through meatier endorsement deals.
SOCIAL MEDIA HAS TURNED TOKYO MEDALLISTS INTO INSTANT CELEBS
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