Cricket is India’s biggest national obsession — and the IPL is where it comes alive. In less than 2 decades, the Indian Premier League (IPL) has become a $20B powerhouse and one of the most coveted sporting properties in the world. Its unprecedented reach, cuts across India’s diversity and economic tiers. IPL’s ascent is a reflection of modern India. It offers a masterclass in the economics of attention — in the world’s most populous country. For global brands trying to understand the real India, there may be no better place to start than the IPL. fr