Noorings: As Cricket World Cup nears, another ad war begins...

Even before we know it, the ICC Cricket World Cup is here again. India�s performance in the last World Cup had seen many advertisers, including the likes of PepsiCo and LG India, express concern on the return on investments from a property such as the World Cup. However, as time has passed by, most of the last World Cup�s �bitter� experience, if one can put it like that, is forgotten and large