The 2026 T20 World Cup so far has exceeded all of our expectations. Defying predictions, the associate nations have performed exceptionally well in the tournament. Teams like Afghanistan, Zimbabwe, Italy, the USA, and Ireland have left an incredible impact on viewers, with Zimbabwe deservingly qualifying for the Super 8 round and knocking Australia out of the tournament. However, the off-field antics of host broadcaster JioHotstar and Star Sports are stealing the headlines for all the wrong reasons.
While the cricket on the pitch has been high-octane, the promotional campaign has descended into what fans are calling a cringe-fest of low-effort stereotypes and questionable taste.
For years, Star Sports rode the wave of the iconic Mauka Mauka campaign, a series that, while provocative, maintained a sense of narrative and charm. Fast forward to 2026, and that charm has been replaced by a blunt instrument.
The campaign kicked off with an ad featuring YouTuber Abhishek Malhan (Fukra Insaan) targeting Pakistan. The ad, which relied heavily on tired “8–1” tropes and forced banter, was widely panned on social media as “cringe” and “unwatchable”. Many viewers argued that using a content creator over a cricketing legend felt like a desperate grab for Gen Z eyeballs, lacking the soul of genuine sporting rivalry.
Hey @JioHotstar Can you stop playing that cringe India vs Pakistan ad starring Abhishek Malhan?#T20WorldCup2026
— QuietDispute (@QuietDispute) February 14, 2026
What the f**k is this cringe, man??@StarSportsIndia @JioHotstar, if you don’t stop telecasting this ad, I will raise an official complaint against you for torturing innocent people. pic.twitter.com/eiV0I3bCNc
— ` (@OxygenKohlii18) February 15, 2026
This #INDvsPAK match advertisement on #jiohotstar is so irritating. Also, on seeing the advert, I somehow get a feel that India is kinda overconfident for this match.
Roast karo but intelligently karo. Too cringe!— Naveen Arora (@_MIND_ITch_) February 15, 2026
worst ad one can see pic.twitter.com/Dr29VcZmzg
— vedika (@vedikabaisa) February 15, 2026
The best thing about today is that it's the last day of this annoying ad pic.twitter.com/lYowJXABmw
— Sagar (@sagarcasm) February 15, 2026
Love watching Ind vs Pak cricket matches, but I absolutely hate @JioHotstar @StarSportsIndia & ex-players’ cringe ads & commentary. It’s not even a rivalry, it’s one-sided. That’s def y I’ve started hating this matchup & preferring other games now! #IndVsPak
— Parth Awasthi (@parth1893) February 15, 2026
Adding fuel to the fire are reports that the broadcaster had a “contingency cringe” ready for every powerhouse. Sources suggest Malhan had also filmed a promo targeting Australia for the Super 8 round. However, in a twist of fate that many fans found hilariously poetic, Australia failed to qualify for the Super 8s, leaving the ad on the cutting-room floor and saving fans from another round of forced influencer comedy.
Abhishek Malhan confirms there was another ad coming for India Vs Australia Super 8, of which the shooting was done.
– But now as Zimbabwe qualified ahead of the Aussies for the Super 8, the ad is cancelled. pic.twitter.com/3XoPGvXPaW
— Mufaddal Vohra (@mufaddal_vohra) February 18, 2026
If the Pakistan ad was considered “cheap” and “low effort”, the latest promo targeting South Africa is nothing short of pathetic.
The ad features a South African fan literally choking while eating, a heavy-handed and tasteless nod to the “chokers” tag that has haunted the Proteas since 1999.
In an era where sportsmanship and mental health awareness are at the forefront of the global game, fans and analysts alike have slammed the ad for being juvenile, tone-deaf (considering South Africa’s recent resurgence and their status as a formidable T20 side), and lazy.
Just when we thought we are done with a cringe Ind v Pak ads, @JioHotstar@StarSportsIndia comes up with another level of cringe ad. #T20WorldCuphttps://t.co/DnY4ptwIbq
— Cricket Vibes_Arjav (@IamArjav) February 18, 2026
The 2026 T20 World Cup campaign serves as a cautionary tale for JioHotstar and Star Sports. In the race for viral moments and influencer-led engagement, the essence of the sport, built on respect, history, and genuine tension, is being sacrificed for cheap laughs.
As India progresses through the tournament, fans are hoping the broadcaster shifts its focus back to the beauty of the game, rather than scraping the bottom of the barrel. Stay tuned for more updates.
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