It doesn’t matter if a cricketer comes from Delhi or Ranchi—what gets the cash register going is the personality. Great players like Anil Kumble and V.V.S. Laxman could never set the television screen on fire. Virat’s Punjabi swagger, whether you like it or not, does impart a touch of aggression, a brashness. A south Indian boy would not be as aggressive, so full of attitude and brands don’t forget to note that. What brands go for is personality, looks and performance. Virat scores on all three. Back in 2005, a safe, polite, very-good-on-field type of cricketer would perhaps have done well. Today, you need somebody with a dash of controversy to him. The younger audience does not want someone safe and boring on or off the field.