2024-07-082024-07-082024-05-22https://www.afaqs.com/news/advertising/how-relevant-is-the-mauka-mauka-ad-campaign-today#:~:text=What%20is%20its%20relevance%20today,corner%20considering%20the%20campaign's%20history.http://ir.mica.ac.in/handle/123456789/8091"The commercialisation of cricket due to IPL has diminished the sense of national pride and the religious fervour the sport once invoked.” MICA's Santosh K Patra., He says the campaign has a single job and it is to fuel up the conversations. “It has to pre-fuel those fires, to make that moment feel bigger and bigger.” On the other hand, Santosh K Patra, associate professor and chairperson, media, entertainment and sports business, MICA, says the legacy of Mauka Mauka doesn't hold the same power anymore.en