For India, cricket is a religion. The T20 World Cup in Barbados is another rare moment of unprecedented joy. The only other time cricket fans celebrate is when India beats Pakistan- which happens regularly in most World Cup formats. Something that has even given the chant mauka-mauka a cult status.
Now, this is one of those rare wins after the World Cup win in 1983 & 2011, and the T20WC in 2007 and now in 2024—reason enough for large-scale celebration- more over when the trophy was sailing over the ropes before one of the most booed – Hardik Pandya and the Mr 360 Sky plucked it from a resilient South Africa’s hands. Hardik Pandya atoned for all his past sins – something that could be felt with the Pandya chant in Wankhede stadium. In the process, one would believe Hardik has ensured he will be the next to Captain India. Naturally, he will get all the love back at his original franchise in IPL- the Mumbai Indians.
The T20WC 2024 win is a momentous victory that naturally sparked nationwide celebrations. The celebrations were scaled up with the team meeting PM on their arrival and then the iconic celebrations—the open bus parade of the winning team along Mumbai’s Marine Drive. A delay in team return due to a hurricane did not dampen the mood. Air India’s charter AIC24WC was one of the most tracked flights online. What do people get by monitoring the flight? Nothing, but does it give fans the extra dose of being a part of the celebration and the team?
This jubilant procession, though not that spontaneous and much pushed on social media, was not just a celebration of a cricketing triumph but a testament to the unifying power of sports in India. It reflects collective festivity and celebration, which is part of the Indian cultural fabric.
The open bus parade along Marine Drive was a spectacle. Fans thronged the streets, waving flags, chanting, and dancing, waiting for the bus to arrive. No one wiser of the actual schedule. And everyone in the organising committee, including BCCI and Mumbai Police, crossed their finger- wishing no stampede- which was a major possibility. However, Mumbai’s self-discipline and comfort gained from local trains and the Ganesh Festival helped the situation. I am unaware if business offices in and around Marine Drive gave their employees half or full days off to manage their way better home.
The cricketers, perched atop the open bus, waved to their adoring fans. The fans would not get more than a glimpse of their stars, but that was enough for them. The energy in the city, known for its frenetic pace, was huge. The parade was more than a celebration of achievements; it was a community event where fans from all walks of life came together to share in the national pride. Such celebration provide a shared narrative that transcends regional, linguistic, and cultural differences, fostering a sense of belonging and national identity. Even today, people talk of Kapil’s inning and the catch, the Dhoni winning team, and they remember where they were when the win happened. This win has given the current generation a reference point of memory of a similar high.
When a nation celebrates a sporting victory, it experiences a temporary but powerful sense of unity and happiness. In India, where cricket is a religion, the T20 World Cup win offers a much-needed respite from the everyday struggles. It unites people in a collective experience of joy and pride, boosting national morale. Celebrations like these also highlight the positive aspects of nationalism, where pride in one’s country is expressed through unity and collective happiness.
Surprisingly, the event apt-for-moment marketing saw only a few unqualified brand messages. Zomato and Swiggy played the delivery and arrival of the cup well. Other brands tried to stand out in the noise, but there was no flood, as was seen during the Tokyo Olympics. It was much subdued and entirely restricted to social media. How did that happen? Were the brands cautious of the possible backlash from the organisation in protecting the rights of legitimate sponsors? Or have they learnt the lesson with the Tokyo Olympics- when every brand threw their javelin faster than Neeraj Chopra? Have they realised that when every brand is saying the same thing and celebrating- none stand out? Besides the much-publicised 135 crore pay-out by BCCI – brands seem to be missing from announcing awards. Are they saving for the Paris Olympics?
However, the whole event needs far better planning and execution, much more regulation and discipline, and something that will remain tough to achieve. There will always be another time to test them out. The authorities will learn and do better the next time. Until then, let’s enjoy the moment—see the highlights again and again from the 15th onwards. Enjoy.
