‘20:20 ways to beat the slowdown’, May 7, offers wonderful insights into how consumer markets work. By creating a brand new product, and enough hype around it, the BCCI was able to turn cricket into something far more marketable than it has ever been. Even in a slowdown, companies are increasing their spends on cricket-related advertising. When the market for shaving instruments had reached its steady-state, Gillette came up with the Mach 3; Apple created waves when it came up with the iPod; Sony did it three decades ago with the Walkman. In each case, the market has been there, it just needed someone or something to stimulate it. This is what leadership is all about. Hats off to Lalit Modi.
Samir Malhotra, New Delhi