Applying the silver touch
England’s match against South Africa was the first to be played at the Wankhede Stadium during the World Cup and preparations at the ground during the days leading up to the game have been hectic. New turnstiles, freshly installed at the gates, still were wrapped in plastic on the eve of the match, while units patrolled the ground attaching tournament livery to every available surface – the doors of lifts, the base of pillars, the speaker stacks installed in front of the stands to amplify the PA announcer’s endless banter.
An impressive avenue of silver arches, laden with multicoloured lights, was set up near the main entrance. But clearly there was a problem: some of these arches were not shiny enough, leading to the hurried, last-minute application of metallic paint. But though the paint had been procured, nobody had thought to buy paintbrushes - meaning it was smeared on by hand, leading to the remarkable sight of staff wandering around the ground with shiny silver hands, like Jill Masterson’s endangered heirs in a yet-to-be-made James Bond movie called Silverfinger.
A tournament characterised by chaotic, slap dash organisation continues in a similar vein, but if few involved have displayed a golden touch, some at least have a silver one.
Behind Yu
The Indian food brand Yu launched a massive new campaign on Friday titled Rise and Conquer, starring Hardik Pandya. The campaign will involve Yu selfie booths and gift boxes, and staff on the domestic airline SpiceJet wearing Yu-branded Hardik tops for the remainder of the tournament. Yu make a range of instant pot meals, ranging from oats and the excruciatingly sweet Indian treat halwa to the Chilli Manchurian Noodles that Hardik is pictured brandishing on one of the ads, slogan “Bro, real food is here”.
“We have always believed in thinking outside the box when it comes to brand building,” founders Bharat Bhalla and Varun Kapur said. “Adding to the spirit of cricket among Indian fans, we are here to cheer for Hardik and Team India with Yu.”
Also on Friday: Hardik was left behind as the India team travel to Dharamsala for their game against New Zealand after being ruled out with an ankle injury.
