It's that time of the year when every advertiser, brand and corporate worth its salt is up and running cricket-theme ads. After all the World Cup is the baap of all cricket tournaments, and everyone wants their share of the wicket (read pie).

Not only is MSD smashing sixes on crystal clear screens, but also making a dash across town in the perfect pair of sneakers.

A batsman ensures that he packs a fairness cream in his kit, and a deodorant that doesn't make him sweat, followed by a fancy shampoo that lets him sport luscious, dandruff-free hair. Though, there is no mention of packing his batting gear for the match.

And its ironic to see the Men in Blue score ducks in less than half a dozen balls, and then cut to a commercial with the same cricketers showing off their skills for the product.

Case in point was when a batsman was dismissed without opening his account, and the commercial break featured the same batsman brandishing a product that made him score a hundred! Endorsements can be so unfair.

While brands and endorsements have managed to make the Men in Blue demi-gods, cricket
has brought them back to the ground

While the mega-corporates have managed to pay billions to sign on the Men in Blue, smaller brands with a budget crunch have ordered the copywriters to script cricket into their products. So even a kid's product that has no connection to the willow game manages to sneak in a connection to the 22-yard strip.

So while we are getting an overdose of cricket on the telly, our warriors in blue are taking a serious beating from the opposition.

In the opening game, the Indian bowlers not only failed to bowl out Bangladesh but also could not control the flow of runs. But the biggest fiasco was against England, where as the norm has been with the Men in Blue, they snatched defeat from the jaws of victory.