The official broadcasters are sparing no effort to present the Indian Premier League as a sumptuous seven-course meal. Their female comperes were at their skimpiest best at a media interaction on Tuesday. Their hand-out photographs looked like portfolio snaps of aspiring lingerie models.
Indian cricket is in a trough and the IPL has been dubbed as the prime villain. The broadcasters were trying to rev it up, assuring all that the IPL would glitter this time.
Navjot Sidhu, part of IPL's expert panel, sounded like the master chef in a hurry.
"The IPL is like buying a burger from the market when nobody is willing to cook at home," he declared. "It's all about re-inventing things."
Set Max are looking at the positives - 70% of ad slots have been booked, said Neeraj Vyas, executive vice-president and business head.
"The sentiment was low last year as the IPL came too soon after the World Cup. This time, the fan can watch peacefully. The league will be the balm after India's recent defeats."