Business Line : Features / BrandLine : Cricket's classic clutter Cutters: "How did these campaigns stand out among a rush of others that tried to cash in on a national craze?
Which is tougher? Competing on the cricket field with the hopes of 1.2 billion people weighing on one's shoulders, or ensuring that the huge share of marketing budgets invested in the game yield commensurate - or better still, disproportionate - returns? A super-simplistic answer can be found by counting the number of teams in the fray for the World Cup, or for that matter, the IPL, and the number of brands fighting for consumer attention while riding on cricket."
Which is tougher? Competing on the cricket field with the hopes of 1.2 billion people weighing on one's shoulders, or ensuring that the huge share of marketing budgets invested in the game yield commensurate - or better still, disproportionate - returns? A super-simplistic answer can be found by counting the number of teams in the fray for the World Cup, or for that matter, the IPL, and the number of brands fighting for consumer attention while riding on cricket."
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