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Friday, January 24, 2025 | 12:27 PM ISTEN Hindi

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Ethics off the pitch

The brand and advertising choices of affluent celebrity cricketers show their endorsements don't align with their personal brand attributes or the interest of their mainly young followers

tv, cricket
Premium

Kanika Datta
Commercials recur with maddening frequency during cricket matches on Indian TV. Broadcasts of the World Cup matches were no exception. Ads were shoved in at every conceivable interval. Disney-Hotstar had a business case for this disorienting practice, given the humongous amounts they paid for the World Cup broadcasting rights. The brand and ad choices of moneyed celebrity cricketers who starred in several of these ads and, therefore, appeared to viewers with distressingly high frequency, were less edifying.  

The star of the World Cup commercial stakes was former captain M S Dhoni. With his captaincy record, looks and a huge youth
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