o what? No one died," said the South African all-rounder Lance Klusener after - just a run away from a place in the finals - his partner's run-out sent the favourites in that event crashing out of the 1999 World Cup.

It would be very difficult to expect that kind of nonchalance from brand owners following India's shock departure from the ongoing World Cup. While the performance of the team wouldn't have led to the kind of chest-beating and fury that the fans displayed, brand marketers are, to put it very mildly, disappointed.... more