Virat Kohli is endorsing over 40 brands including Mobile Premier League (MPL), MRF Tyres, Myntra, Puma,to name a few. Consistently topping the charts, Kohli became India's most-valued celebrity for the fourth time in a row last year with a brand value of USD 237.7 million. 

Is Virat Kohli endorsing these brands or are these brands endorsing Virat Kohli? 

Discuss the pros and cons of brand endorsements in light of the above statement.