At every major International Cricket Council event, whether it's the World Cup, the World Twenty20, or the Champions Trophy, there's a minor stampede back in India as sponsors backing the team and the event try and make the most of a fertile window of opportunity. The massive spike in television viewership, the increased attention the game gets online and in the print media mean that this is the time to make the most of an expensive investment. In the last week alone, Indian journalists have been bombarded with emails from public relations professionals, about advertising campaigns that were soon to blitz television screens.
Yes, things have indeed come to such a pass that it's not enough to watch advertisements on television in between the cricket (or is it the other way around?). We must also be told why these campaigns came to be, who put them together and how they will change the world. One such campaign stars Mahendra Singh Dhoni, appearing on behalf of the "Pouring Partner" of the tournament, Pepsi.
Given the dark clouds that have hung low over Colombo, these rights may more appropriately have been awarded to the South West monsoon. Or not awarded at all, considering that complaints from one team, reportedly Australia, over the quality of bottled water provided at grounds has forced the entire lot to be replaced, despite the ICC finding nothing wrong with what was originally supplied.