Scarcity makes things invaluable and that is what makes the World Cup cricket a mouth watering proposition for advertisers. All India Radio is slated to earn around Rs. 7 crore from the 45 day long event. Others like Pepsi, Castrol, Hyundai, Amul have bet their best buck hoping to capture minds and eye balls. In other news, Indigo plans to hire 1,500 employees this year with aviation sector grappling the effects of rise in the Aviation Turbine Fuel price. And scooters are back.