Despite South Korea making it to the semi-finals of the soccer World Cup, the Asian audience, in particular India, do not seem to be too excited about the game as yet.
Football is yet to find a grounding in a cricket-crazy nation such as India. This is one of the findings of McCann PULSE - the proprietary consumer immersion programme undertaken by McCann-Erickson offices around the world - which released a report recently on the reactions of Asian countries to the World Cup 2002.
According to Kunal Sinha, director of consumer insights, McCann-Erickson, India: