Utterly Delicious Refuel System: Amul's UDRS ad

ibnlive.com
Jun 30, 2011 at 12:09pm IST

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New Delhi: Keeping with its tradition of social commentary through its intelligent advertisements, Amul on Thursday released a witty new ad on the controversial Umpires Decisions Review System (UDRS) that set the Indian cricket board on a headlong collision course with the International Cricket Council.

The Amul ad rechristened the UDRS: Utterly Delicious Refuel System and called it the 'Daily Hotspot.' The Amul brand has, from time to time, advertised its products through its humorous campaigns on social issues. Recently it made an ad on the popular song 'DK Bose' from the Imran Khan starrer 'Delhi Belly.'

The Board of Control for Cricket in India (BCCI), a steadfast opponent of the UDRS system which made its World Cup debut in the sub-continent, has been facing flak from several countries for refusing to use the technology in Test matches.

Utterly Delicious Refuel System: Amul's UDRS ad

Amul on Thursday released a witty new ad on the controversial Umpires Decisions Review System (UDRS).

The UDRS allows each team the right to question at least two decisions which go against it during an innings. A third umpire uses the technology to determine if the on-field officials were correct.

The Indian cricket board had stuck to its stand saying it does not consider the technology reliable in its present form.

Recently, English players such as James Anderson, Graeme Swann and Chris Tremlett criticised the Indian Board for rejecting it for a crucial Test series.

The BCCI finally accepted the Decision Review System but made sure that the controversial 'Hawk Eye Ball Tracker' remains out of the DRS technology. The move came after hectic negotiations between the board officials and the ICC.

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