Anant's Blog: End the love affair with cricket

We've seen this happen before. We're seeing this happen now. We'll see it happen again. Marketers and media planners putting all their eggs in one basket -- cricket. With India's survival in the Champions Trophy most unlikely, audiences will drop immediately after the fate is 'officially' known. And those brands who had counted on these audiences to recieve their messages and buy their goods and services are up the creek without a paddle. I've written about this before, and I do it again here.