The world of sports marketing in India: Looking beyond cricket

DDB Mudra Group's Rammohan Sundaram examines how cricket and the Indian Premier League have led from the front to transform sports into a marketable commodity in India.

Sports has been an inherent quotient that generates togetherness and emotions in a vast country like India where religion, language and caste have been dividing factors in a society that is now becoming progressive.

During an international sporting event,...

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