Shame On You-Fans Blame BCCI and Sony for India Pakistan Asia Cup Promo

The Asia Cup is the world's most eagerly awaited cricket competition and the match between India and Pakistan always makes headlines. But this year too the thrill has been marred by a powerful wave of anger and outrage from fans and experts. Following the ghastly terror attack in Pahalgam on April 23 that took twenty six innocent civilians, several individuals on social media have urged the country to boycott the Asia Cup. The attack sent the country into shock and cricket fans are struggling to distinguish sports from the agony that the nation is experiencing.

The controversy took on a new level when Sony Sports Network dropped its official India vs Pakistan promotional ad. The promo included India captain Suryakumar Yadav and Pakistan's ace pacer Shaheen Afridi, as well as Indian batting legend Virender Sehwag. Although the idea was to generate buzz for the eagerly anticipated September 14 match the result was entirely different. Rather than generating excitement the promo has generated anger among fans who think that the timing and the choice of the theme were insensitive. Most people feel that this promotion neglects the emotional scars that the Pahalgam incident left behind.

Virender Sehwag was at the centre of all this rage because he too was featured in the promotional video. People who used to appreciate him are now criticizing his participation openly. Social networking sites have been filled with outraged responses in which most users were disappointed and called the campaign shameful. A few fans even went on to blame the BCCI for backing the promo while others blamed Sony Sports Network directly for being irresponsible. Powerful hashtags such as BoycottSonyLiv and BoycottAsiaCup began trending shortly after the promo had dropped and people posted demanding severe action.

Tweets by various users reflected increasing anger. Some posted that they would boycott the tournament while others were angry at Sony Sports as well as the BCCI. There were also tweets that urged people to remember the lives lost in Pahalgam. The anger has accumulated to the point that for many the issue is no longer cricket but one of seeking accountability from those who made and endorsed the advertisement.

Though being criticized Sehwag still has faith in India's prospects in the upcoming Asia Cup. In a video shared by Sony Sports Network he opined that India is a world-class team at present after winning both the World Cup and the T20 World Cup recently. As far as he is concerned, the team with Suryakumar Yadav as captain appears very strong and capable of winning the Asia Cup trophy. He appreciated Suryakumar Yadav for his outstanding record in the game of T20 cricket and stated that his captaincy had already won India numerous matches in the past. Sehwag had complete confidence that India would keep its winning streak in the tournament.

The timing of the Asia Cup provides greater significance to the controversy since India will play Pakistan on September 14 at Abu Dhabi. Prior to that India will start its campaign on September 10 against the UAE and subsequently complete the group stage against Oman on September 19. India has been scheduled in Group A with Pakistan UAE and Oman which makes for a tough opening for the Men in Blue. The battle against Pakistan has always been the talking point of any tournament but this time around the discussion has been hijacked by arguments over whether the match should take place at all.

India's team for the Asia Cup appears impressive on paper with Suryakumar Yadav as captain. He is joined by Shubman Gill Abhishek Sharma Tilak Varma Hardik Pandya and Shivam Dube who bring strength to the batting order. In the bowling unit India has Jasprit Bumrah Arshdeep Singh Kuldeep Yadav and Varun Chakaravarthy aided by Axar Patel's all round skills. Rinku Singh Jitesh Sharma Sanju Samson Harshit Rana and some others fill in the unit to make it a balanced team with experience and youthful vigor.

Cricket loving fans are torn between two minds. At one end there is excitement of watching India and Pakistan play against each other in the Asia Cup which is always a legendary rivalry. At the other end the hurt and frustration following the Pahalgam attack make it difficult for many to relish the hype. The calls for boycott are not cricket they are an expression of the feelings people bear following such a heartbreaking tragedy. The controversy demonstrates how sports and national feelings tend to become entangled particularly in a nation where cricket is played with deep passion.

The Asia Cup now finds itself at the forefront of two vastly different stories. For the cricket boards and television broadcasters it is all about celebrating one of the world's greatest rivalries in cricket. To a majority of fans, it is respecting the lives that were lost and being sensitive to the nation's mourning. The backlash against Sony Sports Network BCCI and Virender Sehwag has set it in stone that individuals do not want to be able to differentiate between cricket promotions and the bigger picture of what occurred within the country.

With the tournament looming, it will be interesting to observe how the controversy plays out. Will fans boycott the Asia Cup or will cricket fever finally catch up. For the time being the indignation is vociferous and it has drowned out the anticipation that normally greets an India Pakistan contest. Whether the promo keeps playing or gets taken down one thing is certain the rage and disappointment of the fans have already made an impact on the buildup to the tournament.

This Asia Cup should be a source of joy and excitement for millions but instead it has been a reminder of the need for sensitivity in sports promotions at times of national grief. The boycott calls may or may not be successful but they have already made broadcasters and cricket boards realize the strength of public feeling. As India prepares to play UAE Pakistan and Oman the matches can still receive massive attention but the controversy of the promo and the boycott will always be a big part of the narrative.