Oct 29, 2016

"Mere piiche maa hai"

In an interesting gesture, Indian cricketers are wearing jerseys with names of their mother instead of where their first/last name would be. Not sure whose idea it was, but since Star, both the sponsor of the Indian team and the sportscaster for the series, has used this in their promotions, it's clearly a PR/marketing choice.

Call me cynical, but I thought this was a fairly hollow gesture. Not so much because it's obviously driven by a PR objective (which seems to have worked well - fair amount of online chatter and coverage), but because it doesn't feel very authentic. None of these players, from what I know, have been associated with this line of thinking before, and it's not associated with the brands of the BCCI, the game of cricket, or Star. And assuming it's a one-off gesture, this is going to be ultimately meaningless.

Compare this with:

* Director Sanjay Leela Bhansali who has adopted his mother's name in his own

* The Pink days at the SCG to raise awareness about Breast Cancer by the McGrath foundation (because of a deep connection with Glenn McGrath)

For this gesture feel 'authentic', it ought to be * reflected in everything the brands behind this do from here on (including supporting women's cricket?). I'm sceptical. Will this just be one piece of trivia for a future cricket quiz, or can one expect more meaningful outcomes along with a PR success?

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