Can you make a wild guess who was the official flying partner of the runners-up of the IPL3 Mumbai Indians? AirIndia. Notably, the IPL tournament had a tie-up with Air India but the beleaguered Airline has failed to create any buzz around the most-popular cricket property in the world.

In fact, the company has put up an advertisement on its website which says if you fly with Air India you may get to meet the stars of the Mumbai Indians team and also at a handful of other places but not at a magnitude at which it could have created enough buzz.

While the Mumbai Indians team have players matching the likes of Sachin Tendulkar, Zahir Khan and Harbhajan Singh, that could have helped the Airline to increase the no of flyers on its jets, the company didn't bother to grab the opportunity. It is believed that the airline has once again missed on a lucrative opportunity to help solve its problems.

But on the other end, when you have losses tuning up to the Rs. 5,500 crore level (as in the last fiscal), an appropriate check on the marketing & promotions activities is not that important.