The Gitanjali Group has decided to promote its Revv line of men’s steel jewellery through the Indian Cricket League (ICL) sports event. The event is a private cricket league backed by the Essel Group, an Indian conglomerate, with Indian and international teams participating. The group has acquired the sponsorship rights for the participating Kolkata Tigers Team. Movies and cricket are the two most popular categories of entertainment for Indian, which Gitanjali seems keen to capitalise on and promote its collections.