As the IPL commissioner Lalit Modi and The Minister of State Shashi tharoor are getting into another round of heated allegations regarding the ownership issues of various franchises, advertisers are of a view that the controversy is rather moving into better for the brand IPL in the Indian market.

Sam Balsara, chairman and MD of Madison World recently said that the controversy is only helping the brand IPL rather than putting a dent on its brand equity.

Balsara further added that the fact that it has taken IPL on all the major news channels and front-page of newspapers will help this much-hyped cricket tournament to bank more popularity. Notably, Balsara's Madison buys media for companies like Bharti Airtel, Coca-Cola and General Motors.

Moreover, the fact that the advertisers have spent whopping Rs 850-900 crore in buying airtime on SetMax this year for the IPL, the controversy is getting more viewers on board for the cricket tournament. Moreover, experts believe that the controversy will not take any advertiser back from its portfolio as it the tournament in now into its final stage.