The one thing that remains constant during every Cricket World Cup season is witty commercials, especially those built around the India-Pakistan rivalry. No matter how much we try to downplay this contest, it remains undeniably entertaining and pulls viewers in every single time.
And that is precisely why Star Sports’ latest promotional video ahead of the T20 World Cup feels like such a let-down. Much like Pakistan’s on-field competitiveness in recent years, the promo lacks impact, imagination, and intent. Not sure if it is because of budget constraints or simply because of a lack of creativity.
The ad seems to be a direct response to Pakistan’s recent commercial for their series against Australia, which subtly referenced the no-handshake controversy involving India.
The Pakistani ad shows an Australian tourist enjoying Pakistan’s hospitality, only to be reminded by a cab driver, who says, “Handshake bhool gaye aap, shayad humaare padosiyaan ke paas bhi rukhe the (You forgot the handshake, it seems you stayed at our neighbor’s place too.)”
Now, Star Sports has countered it with an equally low-effort reply. The promo features Indian YouTuber Abhishek Malhan alongside fans clad in India jerseys, engaging in a playful face-off with a Pakistani supporter.
When the Pakistani fan warns against taking the “greatest rivalry” too lightly, Malhan retorts, “How can we take your team lightly? We have to make the greatest rivalry from 7-1 to 8-1.”
This ad largely relies on a YouTuber’s one-liner that feels lazy and juvenile. The ending makes it even worse with the Indian supporters chanting a bland tagline, “History repeat karenge, padosi ko defeat karenge.”
The line seems to have been written purely to rhyme, sacrificing substance for the sake of catchiness. While rhymes can work in advertising, forcing them rarely does.
“It could have been more engaging and entertaining,” Vishal Malhotra, the actor known for the ‘Mauka Mauka’ ads and whose life turned 180 degrees after he became the face of the campaign, told ThePrint.
It has been over a decade since the first of the commercials aired during the 2015 ICC World Cup. With instant appreciation from viewers, ‘Mauka Mauka’ soon became a fixture before India-Pakistan matches. For Indian fans, it was an entertaining TV ad when it first came out in 2015.
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An opportunity missed
‘Mauka Mauka’ was one of the most iconic and longest-running campaigns in Indian cricket advertising. It didn’t rely on cheap rhymes or overt chest-thumping. Instead, it used smart storytelling, subtle humour, and later the emotional recall, which is precisely why it went viral and stayed memorable.
In comparison, this new promo feels rushed, unimaginative, and forgettable, an opportunity missed in a rivalry that deserves far better creative treatment.
Malhotra said that the channel must have thought through the decision of replacing ‘Mauka Mauka’ with the current version. As per him, it could be an attempt to bring variety.
“But you never know how and when the Mauka comes again,” he added.
Earlier Star Sports ads, like the ‘Mauka Mauka’, treated the rivalry with drama and cultural insight. But, this time, it feels rushed, noisy, and creatively complacent.
Brand: Star Sports
Agency: In-house
Views are personal.
(Edited by Aamaan Alam Khan)