When the Hansie Cronje match-fixing case broke in 2000 and the Board of Control for Cricket in India was slammed for the alleged involvement of some of its players and its own inability to spot the malaise, BCCI mulled signing Amitabh Bachchan—then a neutral, lovable icon—as its brand ambassador to mend its battered image. Among other things, it planned TV spots, with Big B highlighting the good deeds of the sole custodian of Indian cricket. But, like so many inexplicable things in the BCCI, the move was shelved.