Therefore, some of those carrying the ad are getting a bit cautious about it as they may lose face in case India is not cleared for Sharjah. One of the channels airing this ad told The Financial Express that it has approached Britannia to revise the ad, so that Indo-Pak references are not there. This is to avoid a loss of face in case India is not cleared for the Sharjah tournament. But Britannia has decided not to revise the ad.

On why channels carried the Britannia ad when India hasn't been cleared yet, the official says: ``We started carrying the ad because the BCCI schedule lists the Sharjah tournament.''

Same is the reply from Britannia. According to the Britannia spokesperson, the consumer promotion was devised keeping in mind the cricketing calendar of the Board of Cricket Control of India (BCCI). He says: ``Till date we have received no intimation or information on India's non-participation in the Sharjah Tournament. Thus, advertisement revision in any medium of communication does not arise.'' He adds that irrespective of the fact whether India-Pakistan match is played or not, Britannia will still be taking the winners to the Sharjah Tournament for other matches. While the public, which has bought packs of Britannia in the hope of winning a free ticket to Sharjah, may feel cheated if India is not allowed to go, for Britannia it's just a brand promotion exercise. Says a Britannia spokesperson that through the ad, the company wants every third Indian should be a Britannia consumer by 2003,'' says the spokesperson. And this particular consumer promotion was designed keeping in mind that cricket lovers want toview an India-Pakistan match, he says.