Indian advertisers in a fix over budget for ICC T20 World Cup

"The IPL is well-established and timed to perfection to Indian summers and the start of the financial year. ICC World Cup is trying to play catch up Post-Covid," said Navin Khemka, chief executive of the media buying group GroupM-backed EssenceMediacom, which represents Google, Adidas, Airtel and Flipkart. He said advertisers' "response could be subdued in June".