India’s Commonwealth Games 2022 performance - what’s in it for brands?
Our guest author Alekhya Chakrabarty wonders whether brands will continue to stick to cricketers or work with non-cricket athletes who have made India proud.
Smart, young and a world beater: can Baddie champ Lakshya Sen net brands?
Sen has hit the headlines twice in recent weeks, most recently for stunning the world badminton champion. Will brands bite into this 20-year-old's story?
