The Conglomerate of two Obsessions in India

Cricket, a gentlemen’s game till the inauguration of the Indian Premier League, has changed its ways and means after the latter. The ardent lovers and the stalwarts of the game would have never envisaged that cricket will form a part of the ongoing extravaganza. After the IPL, Cricket and Bollywood have further strengthened relationships by intertwining to the business of sports. The amount of Bollywood influence on the game has substantially increased, thus, changing the very temperament of the game.

Since the inception of the IPL, there has been an influx of a lot of Bollywood celebrities in the game – either for business or marketing purposes. Bollywood biggies like Akshay Kumar, Hrithik Roshan and Katrina Kaif were roped in as official faces for Delhi Daredevils, Mumbai Indians and Royal Bangalore Challengers respectively. Realising the business potential in the game, people from Bollywood fraternity like Shah Rukh Khan, Juhi Chawla and Preity Zinta acquired franchisees of the teams in the IPL. Recently, Shilpa Shetty also acquired a stake in Rajasthan Royals. There are a lot of ad campaigns where the people from the two industries have come together to endorse a brand. Brands endorsed by Cricketers and Bollywood stars get an extra edge over other products due to the face value and snob appeal among the masses.

The conglomerate has reaped benefits on the monetary front in an immense way. The hype that Cricket and Bollywood has created for IPL has spread around the world and has attracted huge bucks. Players have been bought for staggering amounts; marketing has been done in a lavish manner and the cheer girls make up for the glamour quotient. A flavour of Bollywood has now been merged with the game of Cricket, thus diluting its persona.

However, one would feel that amidst the enormous business that this conglomerate has tapped and the revenues that it has garnered, the game has lost its charm – the charm which was there a few years ago. Though it is a revolution in the game from the business aspect, the lovers and the observers of the game would feel that the game is not a game anymore. It has turned out to be a valued proposition for business for many from the two industries.