Indians may love cricket but the world's biggest sporting event, the FIFA World Cup 2010, and its official anthem Waka Waka have not gone exactly unnoticed here either.
Despite India not being a participant in the tournament - and having scant hope of doing so in the foreseeable future - more than 300,000 subscribers of the telecom company that held exclusive rights to sell the Waka Waka anthem on mobile phones, downloaded the tune during the 31 days of the World Cup that ended on Sunday.
That's more than 10,000 downloads per day.
Colombian popstar Shakira who performed on the video featuring the song has become a household name in India.
"We advertised Waka Waka extensively on TV as we had exclusive rights for it," a senior official of the telecom company said.
"This may be another reason for high downloads."
Ever since the tournament began on June 11, there has also been a spurt in downloads of 'sports alerts' even in India, the official said.
More than 1 million 'sports alerts' were downloaded in the one-month period - about five times the average monthly downloads of 200,000 in a normal month.