New Delhi: Virat Kohli stands as one of the most remarkable cricketers of this era. Frequently likened to the legendary Sachin Tendulkar, Kohli’s relentless desire for runs and titles remains strong, even at 36. With 218 runs in the recently concluded Champions Trophy 2025, including a century against Pakistan in a tournament where India claimed victory, followed by photos with the trophy and heartwarming embraces with captain Rohit Sharma, it’s a dream come true for cricket enthusiasts across the nation.
Kohli’s Test career has garnered a dedicated following of its own. His bold, untamed energy when facing Australian pacers is unforgettable. He’s always defended his wife, actress Anushka Sharma, against unwarranted criticism for his on-field performances. His iconic dance celebration after winning the 2013 Champions Trophy, or the emotional victory lap with Sachin Tendulkar on his shoulders after India’s 2011 World Cup win, are moments etched in history. As he’s grown older, Kohli has shown a more composed side. He’s a figure adored by many, but there’s one thing that sparks discontent in his Instagram account.
But who are we, humble fans of Kohli, to question how the cricket legend chooses to use his Instagram? That’s a valid point. However, fans seem to be growing weary of the aggressive side of Kohli, not the one they’ve admired for years, dominating opponents on their home turf, but the one relentlessly promoting advertisements on his Instagram account. If you haven’t noticed, Kohli has a staggering 270 million followers on the platform. His online influence is massive, yet it’s filled with daily brand promotions. And this has left fans feeling a little uncomfortable, if we’re being honest.
Reflecting on the “good old days,” fans have started to dive into Kohli’s Instagram feed, searching for posts that lack hashtags or sponsored content. They’re looking for glimpses of the cricketer’s true self, something they feel has been missing from his social media presence in recent years.
“AdGram”, “Spotify without premium”, “Times Square of Instagram” – Kohli’s Instagram profile has earned some uncomplimentary nicknames.
In response, a small trend has emerged on ‘X’’ (formerly Twitter), where fans share posts with the caption “Life was better when Kohli…” accompanied by a non-sponsored post from the cricketer (yes, those do still exist!).
After their T20 World Cup 2024 triumph, Team India gathered for breakfast with the Prime Minister at his official residence, 7 Lok Kalyan Marg. “An excellent meeting with our Champions! Hosted the World Cup winning team at 7, LKM and had a memorable conversation on their experiences through the tournament,” PM Modi wrote in a post on ‘X’.
From Virat Kohli’s viewpoint, everything aligns. With only a few years remaining before his retirement, some fans are indifferent to how he utilizes his Instagram account. “Go get the bag,” is the general sentiment here. Or perhaps it’s to steer away from any kind of controversy?
“Even if he posts something, people will ask why didn’t he post about the other things?”
“He doesn’t get involved in controversies not to him and doesn’t face unnecessary backlash. I just wish his vlogs didn’t discontinue after COVID. They were fun,” wrote one Reddit user.
“If he posts something then people will say what about this or that or what were you doing when this happened or that happened… there’s no end to it better not to post anything, (sic)”, another person joined the conversation, sharing thoughts on the excessive commercialization of Kohli’s Instagram.
