FMCG companies, which are contributing to a chunk of the advertising revenues during the tournament are ready to continue their advertising spend saying that India's good performance is an extra benefit but the whole strategy does not revolve around it.

"The advertising and other marketing promotions are part of a package designed to coincide with the world cup. India's performance is an extra benefit to the event but not necessarily dictates the aggressiveness of the marketing and advertising plan as estimated to a large extent," Videocon Industries Director Sourah Dhoot told PTI.

Quashing reports of Sony Max, which has the broadcast rights for the World Cup, losing out on revenues due to India teams uncertain position in the tournament, Sony Max business head Sneha Rajan said the channel would not lose anything in case the Indian team was unable to make it to the Super 8 stage.d-revenues do not depend on India's fortunes in the World Cup. The commercial slots between matches are pre-sold," she said.