Indian cricket deserves better than the cupcake catastrophe

Good thing the official broadcaster of the men's T20 World Cup is not broadcasting a football tournament, because its own goals are mounting.

First, fans rolled their eyes at an unfunny ad featuring a Pakistan fan and India supporters, which mocked Pakistan's tournament record.

Now the network has even India fans upset due to another ill-considered and error-ridden ad.

In the ad, an India supporter is beaten to a cupcake by a South Africa fan, who snatches it and says, "Ha! Ha! Ha! Missed it! Sorry!"

The Indian responds, "It's OK. Sorry to you."

When the South African asks why, the Indian begins, "2024," then continues in Hindi about that year's T20 World Cup final, which South Africa lost to India. The South African, who doesn't sound South African at all, chokes on the cupcake as the Indian speaks in Hindi—a language most South Africans wouldn't understand.

South Africans who have seen it are laughing at the ad, not with it.

Indians are not laughing either. Journalist Pradeep Magazine posted: "Does the broadcaster believe Indian fans are stupid that they would appreciate the sickeningly childish ads they show to promote the Indian team?"

Many fans agreed, with one stating: "To all South African and non-Indian cricket fans: this is not how we feel about your teams. This petty ad campaign is ridiculous, shameful, and lacks creativity."

The ad has since been removed from the broadcaster's social media accounts.

This contrasts sharply with the reality of how Indians view South African cricket. Many Indians admire players like AB de Villiers and the current crop, especially those in the IPL. During a match against the UAE, Tristan Stubbs' arrival on the boundary sparked a surge of spectators trying to get closer to him.

That level of fan engagement is unique. Even Sachin Tendulkar, during a tour in Zimbabwe, realized he wouldn't be mobbed there—a stark difference from India.

But Indian interest in cricket goes beyond celebrity culture. There's an intellectual hunger for debating the game's nuances, backed by detailed statistics. It's not uncommon for fans to recall specific match details, like "the second day of the fourth Test at the Kotla in 2015, when Ravindra Jadeja took 5/30."

Contrary to popular belief, Indians are not interested only in Indian cricket. For example, 54,923 spectators—almost all Indians—showed up to watch New Zealand play South Africa when no Indian players were involved. More than twice that number are expected for the South Africa vs. India Super Eight match.

Indian cricket often gets criticized due to its board's actions, but the broadcaster and the board are not representative of Indian cricket itself. Indian cricket is the passionate, knowledgeable fanbase—the mind, heart, and engine of the global game, fueled by love for cricket, not gimmicks.