hould you place your advertising rupee on Tulsi and Parvati or Sachin and Sehwag? In recent months, Star Plus has been arguing to advertisers that the women in saris may be a more dependable bet than the men in blue. Here's why.

� Star's biggest argument is that the impact of advertising on a cricket match is full of uncertainty: if India wins, great; if it loses, viewership plummets to the detriment of the brand. ... more