Publication: How relevant is the ‘Mauka Mauka’ ad campaign today?
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Date
2024-05-22
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afaqs.com
Abstract
"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.