If cricket be the music of India, play along!

‘What happens when a bored housewife, a filthy rich industrialist husband and a young idealist boy spend a night together?'

Intrigued? This is a line from the synopsis of Jungle Mein Khulne Waali Khidaki by Natsamaj. The play is supposed to raise questions on ‘the growing culture of rat racism, material comfort and hypocrisy'. It does evoke possibilities of an engaging evening out, except for one small hitch.

The invite says 7 p.m., Feb 27, when the chasing team would have taken guard in the India-England encounter at Bangalore.

For the sake of theatre and the cause the group is trying to highlight, one hopes there are enough people more passionate about social causes and theatre than they are about cricket. But if the objective is to raise awareness, shouldn't one reach out to the masses? Perhaps, explains why many faces fighting for social causes are loud leaders of miniscule groups.

An astute professional invited to handle a workshop at a B-school on February 27, post-lunch, wanted to know what percentage of students are likely to be present before confirming. On the basis of the response, the workshop has been pushed to the ensuing Sunday, March 6, after a critical mass of students promised to forego three hours of the India-Ireland match (again at blessed Bangalore) to attend!

Meanwhile, another institute is said to be finalising a ‘fun learning' workshop on ‘Indian Consumers and Cricket' on February 27, where participants will watch the match live in the classroom as part of the session – the entire match. It's the first day-night workshop at the institute. There's excitement all around, including among marketers who see value in associating with the workshop!

A metro-based entrepreneur is hosting a day-night gala for select business associates and their spouses on February 27 in Goa. The day will begin with beach cricket and beers, followed by a host of relaxing activities. Post-2:30 p.m., a large screen TV and games and mini-events around cricket will keep guests occupied. A lifestyle brand targeting HNIs is subtly supporting the getaway.

There are innumerable ways to leverage the nation's passion for the game. And there are enough ways for fans to simply enjoy it.

It may not be worth one's while to fight this beautiful monster and try to wean away audiences from cricket. Playing along will prove more profitable.