Our weekly newsletter that usually deconstructs - but always explains the business of sport from India.

I’ll admit it. I’m not big on the Indian Premier League (IPL), or T20 cricket generally. I’m one in every of those boring those that prefer their cricket over five days and in all-whites. And as a ’90s kid, I can’t say no to some good old one-day cricket either. But that doesn’t mean I don’t watch the IPL. It’s usually on within the background on mute while I’m working within the evening

But quite the cricket, I’m fascinated by the advertisements and every one the madness that goes on within the IPL sponsorship world during these two months. Which is why, till last week, i used to be surprised that I hadn’t seen one Jio ad. For the last four years, the telecom company had bombarded the IPL broadcast with multiple ads featuring cricketers and Bollywood celebrities, all dancing to it annoying earworm of a jingle—“Jio Dhan Dhana Dhan”. am fond of it or hate it, it’s catchy as hell. So catchy that i used to be actually missing it this season. And I say i used to be missing it, because last week, the Jio ads started taking drugs. They’re lots shorter this season—just 20-second spots—which actually makes the jingle less annoying. But the formula is that the same: three cricketers from each IPL franchise doing the signature dance steps—some of them so visibly uncomfortable that it’s hilarious—in tune with the “Jio Dhan Dhana Dhan” jingle.