Prior to the 2019 Cricket World Cup, a hashtag campaign emerged on Twitter, "#GermanyCheersForIndia", which purported to feature German athletes and celebrities pledging support for the Indian cricket team by wearing blue jerseys. However, it was later revealed that these posts were actually orchestrated by Volkswagen India—a competitor to the ICC's automotive sponsor Nissan—to promote "Cup Edition" models for several of its vehicles. Prior to the tournament's semi-final, Pepsi (who, as before, is not an ICC sponsor) signed Charulata Patel—an 87-year-old Londoner of Indian descent who had achieved viral notoriety earlier in the tournament for her presence at the India-Bangladesh match—to appear in an extension of its "Har Ghoont Mein Swag" ("Swag in Every Sip") campaign. She was featured in marketing (including television and digital platforms, also including the service TikTok) promoting her as Pepsi's new "swag star", and its "fan anthem".