Tuesday, May 18, 2010

IPL--The most explicit exercise in consumerism in India

The yearly celebration of cricket in India is finally over, but IPL continues to be in headlines courtesy those disgruntled politicians and ex-cricketers, who weren't able to profit from this cash-spinning extravaganza.

But these people, along with the media have failed to recognise the true nature of IPL. It was never about cricket. Had it been, then they could have as easily changed the name of the Ranji trophy and be done with. It is about the rise of Capitalism in India. While the early intentions of Lalit Modi and co. might have been towards betterment of cricket and domestic ranji players, they were quick and smart to realise that, had IPL been promoted on the lines of the Ranji trophy it would never have worked. The support and ownership of Bollywood as well as corporates lended not only the much-needed glamour, but a large infinite market to the advertisers, not to mention huge money.

Unlike many of my friends, when I watch an IPL match, I do not care who is playing and who is winning. There is no point in spoiling my day over something that at the end of the day is still domestic cricket. I instead see giant hoardings and an MRF airship floating over the stadium. I see how every decision of the third umpire is preceded and succeeded by the Kingfisher ad. I notice how, almost every match completes its full quota of 40 overs even if initially the batting team was in tatters and how the bowler seems to wait for the ad on the scoreboard to end before bowling the fourth bowl of every over. I can cite many more such instances.

In a nutshell, IPL is about the rise of consumerism in India. It tells you that there is such a large domestic market out there that Pepsi, Coca-cola, Sprite and Maaza, all can sponsor the same match and get more eyeballs and publicity than all of Ekta Kapur's soaps combined.

Governments around the world including India, took various measures to increase domestic demand in order to sustain growth in view of depreciating global demand during the recession; If IPL is fueling domestic demand, thus helping our economy expand, then why cry over morality, as was witnessed in the Indian parliament which is convened by ancient(both in age and their outlook) ministers who have redefined morality and decency in their political lives. Needless to say, almost all parties and senior leaders were in favour of scrapping IPL on the grounds of morality and explicity, and sacking Lalit Modi for causing financial irregularities. Wherever huge money is involved, irregularities are bound to happen, and sometimes, such irregularities even make for good business sense; and the kind of financial irregularities our leaders have shown in whatever they do over the past 60 years, they do not qualify to comment on the IPL or Modi.

So, my message to our leaders and the media would be--By all means, sack Modi for whatever rigging he has done, but recognise his invaluable contribution to the rise of Consumerism in our country and don't even in your wildest dreams, think of scrapping or modifying IPL for the sake of morality.

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