“Our brief was that the fan-cricketer relationship is changing. Most cricket commercials have focussed on the stars, with an eye on the dressing room. Now we’re saying, ‘ladega toh jeetega’.”

The campaign is spread over seven ads, with five already on air and two more to go. The Sourav Ganguly commercial, where Sourav introduces himself and urges fans to chant Ooh aah India is amongst Karnik’s favourites. “I’m a big Ganguly fan and it came out before Ganguly made his comeback. It was our reaffirmation of the fact that we have not lost faith in him,” concludes Karnik, who thinks that every cricket commercial must be written from the perspective of a fan. “We are the biggest cricket fans and we think as a fan would think.”

Kakkar’s verdict: Bit of a letdown. It’s more Ooh, aah, ouch! than Ooh aah India!