Just in case you have recently migrated to this planet, let me inform you that the Indian Premier League - the glam show of T20 cricket replete with all assortments of stars, razzmatazz, and glamour, is now in its second year.
What might not have gone unnoticed too, is that it has established a new lexicon of terms associated with cricket.
The entire, conscious and business (marketing) exercise of calling every wicket a Citi Moment of Success, and every hit over the ropes coined as a DLF Maximum seems barely bearable, but one hopes they do not carry this branding too far. Who'd like to listen to such coinage every now and then, for every other term and event happening on the field?
This sickening thought just emanates from going through a nice read at Cricinfo's page on this:
http://content.cricinfo.com/iplpage2/content/story/402281.html
Quite witty and imaginative, but unfortunately, it doesn't really seem to be an extract from some sci-fi content. The way things stand, it might not be an unreal possibility.
Just hope Messrs Lalit Modi and his staff can all resist the temptation of selling, and then imposing, every brand on cricket.
It's not a bad thing for the coffers to stay abrim but as with most things in life, one should never fail from asking the question: At what cost?
