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Looks good, but could be a sticky wicket

Cricket advertising has been a breeze so far, but those splurging on it are now asking some hard questions

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Cricket fans in our office are called ‘oldies’,” laughs Rajiv Mehta. The managing director of Puma South Asia is a keen sportsman who counts cricket among his many favourite sports but at 34, doesn’t take too kindly to being considered part of the senior brigade. But he values the derision for the insight it provides — the average youngster speaks more about football and social media. “Cricket is a mass sport and there is a certain uncool factor associated with it today. That is bad news,” he says.