The Importance of Branding in the Indian Tyre Sports and Broadcasting Market

I wouldn't say that it was an easy decision but I would say that the discipline and focus we had on wanting to build a business which yes had IPL as its centerpiece was dictated by the commercial viability. We were disciplined around those values and what we believed was the value that we were seeing in the five year right cycle. Most brands who want to launch products or want to expand their audiences have to be on IPL because it's the only property that will aggregate audiences across the length and breadth of the country. The opening weekend of IPL itself will see more than 200 million viewers come and watch it. That's true for marquee sport in India. Re-indeer dominates the share