MRF to Meta: Brands bowl cricket fans over with ads, watchdog on its toes

As the 50-over world cup returns to India — cricket’s commercial capital — after 12 years, brands have already hit the ball out of the park with creative campaigns. The sweep of advertising across channels, with a thrust on digital, has also kept the regulator on its toes.

Leading labels from diverse industries such as Coca-Cola, MRF, Royal Stag, Meta and Booking.com are running ad and marketing campaigns with catchy phrases, trends, and multiple offers to grab the attention of cricket enthusiasts.

While campaigns featuring celebrities and cricketing icons such as Thums Up’s “Thums Up Utha. India India Macha”, Panasonic’s