What do you get when three B's converge?

This is that time of the year when Bollywood, BCCI and Business interests come together to grip the country and revolutionalize the sport that is a religion to many! This innovative form of the cricket has attracted a huge fan following not just in India, but across the globe. Surely, this insanely popular game is now the most watched domestic Twenty20 competition in the world. The Challengers, Royals, Riders, Tigers, Lions (Sparrows and Pigeons and what not) together with corporate honchos and the big wigs of the film industry to juice and cheer, have made this event a festival of glitz, explosives and sixes for the cricket fans.

However, critics are worried whether one day cricket which was once a fans' delight will take the backseat henceforth. The traditionalists are worried if the purest form of cricket, Test cricket, will survive the test of time? There are even skeptics who doubt if IPL will affect India's unity. Much to the chagrin of the country's moral police, American style cheerleading was brought to India to tart up this otherwise staid game originally designed for indolent British lords! On the other hand, the supporters of this extravaganza, cite IPL to have boosted the economy, helped provide opportunity to guys from small towns with big dreams to show case their stylish flicks. The fast-paced game, with increased testosterone content is also said to have had high TRPs and have lifted the image of cricket.

But surely, IPL is not just about cricket. It is more of a product with a 'made in India' tag and a huge brand value. "A huge money spinner, the two-year-old IPL is worth a whopping $2 billion" says the United Kingdom-based brand valuation consultancy Brand Finance. It seems the IPL brand alone has a value of over $311 million. If the brand can create long-term value with its strong intrinsic strength and foundation, in a few years the IPL clubs may get listed on the bourses just like the popular English Premier League football teams. And coming to the IPL marketing startegy that the various companies employ, how can one forget Pepsi youngistan that hoped to cash in on the buzz surrounding the youngsters. This year, Vodafone has brought in "zoozoos" to do the job!

No doubt, IPL is the next in-thing in the world of cricket. But what is the secret of the success of this brain child of Lalit Modi? The three hour format, the music and fun during breaks, popcorn and ice cream, item numbers by the "phirangi admirers" - does it sound a bell somewhere? Is IPL the next generation, action packed, feisty and real-time DDLJ? Is Lalit Modi the new avatar of Yash Chopra? :D