New Delhi, Jan. 21 -- Brands are sharpening their marketing strategies as the global sporting calendar marks two major World Cups this year. While the FIFA World Cup is slated for July, closer home the T20 World Cup happening in February, is already triggering heightened activity among advertisers eager to tap into the high-engagement environment that cricket delivers in India.

Across sectors, brands are beginning to roll out teasers, athlete-led content and digital-first storytelling to build anticipation well before the tournament gets underway. Fintech major BharatPe has joined this early wave, posting a series of cryptic messages on X, Instagram, Meta, linked to the T20 World Cup. Sparse on details but high on intrigue, the post has ...