In the present turn of events, wherein it's never too clear who's in a spot and who's not, who's with bookies mixing and who's at the receiving end of fixing, who's game is over and who's set to be the game-changer, brand builders face the tricky task of which celebrities to cast in commercials in the face of cricketing taint that's mounting faster than brand ambassadors can don greasepaint.
In a season that has seen cricketers' credibility pushed to the brink, advertisers may be compelled to do a serious rethink. With Sreesanth & Co no longer being the poster boys of catchphrases as much of catches, Season Six of the cricket league may have tossed up many a new Suitable Boy for brand endorsements and how!
An easily forgettable adhesive ad on the television has overnight acquired what it lacked thus far: recall value. Rather, recoil value!
In the slew of rapidly spliced commercials' footage blinking on the small screens during the T20 telecasts, this particular ad may not have enjoyed enviable recall value or eyeball-ensnaring quotient. That is, until a certain Rajasthan Royals' pacer from the South decided to land himself on a sticky wicket. And in the process of fixing games became synonymous with all things that could be fixed.
The scam suddenly threw up for this adhesive ad the star face that could be synonymous with its fixing features.
Who else to be the face of Dr Fixit than the newly crowned Shahenshah of Spot-fixing: S Sreesanth!
As far as adhesives go, the search of another brand for the best face for its product may have just ended, with it being endgame for a BCCI biggie.
For, in the events that unfolded in the days following the fixing expose, throwing up a chorus for changing not just the game but also its kingmakers, there was one person who showed amazing adhesive-like qualities: banished BCCI chief N Srinivasan.
His skill to stick to the chair till the last minute was something that not many in cricketing circles can "match"! Neither Srini son-in-law Gurunath Maiyappan's taint nor the media chorus loud and faint for heads to roll in the collapse of cricket's credibility quaint, made this erstwhile Czar of Cricket Control show speedy signs of detaching himself from his hot seat.
This only sparked speculation that his staying appended to the presidential post pretty long may have had to do plenty with him possessing ample adhesive attributes.
Thus, who better than the difficult-to-dislodge dethroned BCCI biggie Srinivasan to be the brand ambassador for "Fevicol ka jod hai … tootega nahi"!
All about ad-ulteration
The Sahara India's Q Shop campaign, featuring Team India's stalwarts like Sachin Tendulkar, MS Dhoni, Virender Sehwag, Virat Kohli and Yuvraj Singh, which sees the Boys in Blue advocating adulteration-free shopping at the brands "Q" shops may now have a fresh call to take.
Seeing the dirt that the game has thrown up, the above-board ambassadors of the gentleman's game may have another kind of promotion to do. That of promoting a game free of "dalals" more than promoting dirt-free "dals".
So, the senior faces have before them the onerous responsibility of promoting an adulteration-free game by making the spot-fixing-susceptible cricketers take a "cue" from their integrity and to provide them moral "sahara" in not falling prey to the lure of lucre.
The new campaign by the senior Boys in Blues thus could serve as: Sahara "Cue" Shop.
With cricketers and cine stars falling into the net of the Bookies Control of Cricket in India (BCCI), it's become tough to tell which Boy in Blue is putting the game in a spot or which Bollywood biggie is not. Which B-town mover and shaker is above board and which is with the bookies on board. Which actor's public proximity to a cricket WAG (wife and girlfriend) is simply a matter of brag or which will into the spot-fixing taint tinsel town's name drag.
In all this chaos and credibility crashing that's been the fate of cricket of late, there's one commercial that certainly could reinvent its catchphrase.
Seeing that the spot-fixing scam is now a matter of more the merrier, the league's Season Six sponsor Pepsi could spell out the scenario with a tagline twist: Oh Yes Sabhi!
The writer is a columnist and social media critic.