Does IPL need Bollywood or the vice-versa?

After submitting himself to the manufactured thrills of Twenty20 cricket in South Africa, Mukul Kesavan writes in The Telegraph, Calcutta:

“The IPL’s apologists tell us that the Bombay film industry’s participation in the IPL sprinkles stardust on the cricket and makes it more glamorous, more popular. They argue that only po-faced purists can object to cricket using star power to extend its reach. Rhetorically, this is a good argument because it’s obvious that Shahrukh Khan’s and Shilpa Shetty’s association with the IPL brings the tournament more column inches in newspapers, more television time.

“But the Durban match demonstrated that the reverse is actually true. Cricket isn’t using Hindi cinema to extend its brand; Hindi cinema is using cricket to consolidate its grip on popular culture…. The cricketers in general, were, depending on the favoured metaphor, either props for the main show or appetizers for the main course. The match itself was in the nature of an opening act, a preliminary to the real business of the evening.”

Read the full article: Cheerleaders in Durban