As the Indian Premier League (IPL) season kicks off, cricket fever is soaring among fans. However, Anand Mahindra, the chairman of Mahindra Group, has put a unique spin on the excitement by reserving his “season tickets” for a different league altogether—the Idly Premier League. Confused? Allow me to explain.

Over the weekend, Anand Mahindra shared a snapshot on the social media platform X (formerly Twitter) showcasing a banner outside a renowned restaurant in Chennai. The banner proudly announced the Idly Premier League, coinciding with World Idly Day on March 30. This event, running from March 22 to April 7, promises a delectable array of idlis.

The menu, displayed below the header, features tantalizing options such as Thatte idly, masala idly wedges, mini paruppu podi idly, mini idly chaat, and mini elu podi idly. Diners can indulge in these delights for Rs 199 if they opt for dine-in or Rs 249 for takeaway delivery. The restaurant’s doors are open from 7 AM to 11 AM and 4 PM to 11 PM.

Impressed by this innovative marketing ploy, Anand Mahindra applauded the creativity, remarking, “There’s no stopping Indian creativity in marketing…This ‘IPL’ gets the highest ratings on a Sunday morning. I’ve reserved my ‘season tickets’ for Sunday Idly home delivery…Let the games begin…”

Unsurprisingly, the comments section overflowed with reactions from delighted food enthusiasts. One user simply exclaimed, “Taste,” accompanied by a superb emoji.

Others echoed Anand Mahindra’s sentiments, praising the banner’s inventive wording. Comments poured in, ranging from “The wording of Idly Premier League is just out of the world creativity” to “So creative sir” and “That’s awesome! Indian creativity is truly unstoppable.”

One user even speculated humorously, “This idly corner must have hired IIM guys for marketing and selling idly.”