When the Indian batsmen are milking a generous bowling attack on a Sunday afternoon, the breaks between overs, or after the fall of a wicket, can be irritating.

Unless, the ads aired during those breaks are as entertaining as Sehwag and Sachin on song.

The need for great creative during a high-cost, high-viewership, high-advertising television property like the World Cup or IPL cannot be emphasised enough.

It is not uncommon for viewers to time their ‘loo breaks' to coincide with the breaks between overs.

Playing on that is a Parryware commercial on air during the World Cup, where the umpire raises his pinkie instead of index finger in response to an appeal. There are several interesting commercials on air, and many more forgettable ones. Let's not struggle to recall the latter because that's what they are - forgettable.

We had at the start of the Cup mentioned that the teaser campaign marking the return of Vodafone's Zoozoos holds promise. The ‘Coming Soon' series has been followed up with a vibrant unveiling of the brand's Super Zoozoo, representing the 3G services from the mobile service provider.

The super hero character doing the impossible has been crafted to perfection, and does justice to the power-packed services promise the company is trying to communicate. Whether the service will live up to expectations is another story, but in the context of the cricket World Cup on television, there are a lot of viewers looking forward to the next Super Zoozoo film.

It's not difficult to guess where part of the inspiration for the Super Zoozoo character has come from.

Remember all those ‘Rajnikanth jokes' on e-mail and SMS? Here's one: ‘Superman once got into a fight with Rajnikanth. The loser had to wear his underwear over his pants.' – www.rajinikanthfacts.com

Such commercials further the entertainment experience of cricket on television. Consider a scenario sans breaks, and enduring the commentary team for 50 overs, non-stop. Aren't you grateful for the advertising?

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