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Johannesburg: Ethnic beads, some vigorous bootie shaking and a smattering of raucously greeted late-1970s pop - all interspersed with the some enthusiastic vocal branding for the ICCs global sponsors - marked the low-key mini-gala which flagged off the Champions Trophy on Tuesday.
On paper, the tournament promises the best cricket of all ICC events but it has yet to carve out an identity of its own. This time, it's also seeking to turn the clock back and restore some of One-day cricket's lost primacy. It's clear, though, that the buzz of the inaugural World T20 can't be recaptured here this time, and that's not necessarily a bad thing.
What the 50-over game needs is not the addition of more frills but captivating contests, memorable mini-battles and a concerted effort to bring back the slightly more contemplative cricket fan, many of whom were in attendance at Centurion on Tuesday. Judging by the opening hours of the first game, less of frenzy and more of unabashed attraction could salvage a format which once was the ICC's cash cow.
Much has been made of the cramped calendar and the need to squeeze in the Champions Trophy (15 matches in 13 days) after Pakistan's inability to host the tournament last year. But the ICC's financial calendar is pre-booked till 2015 and prior commitments need to be met at all costs.
There is only so much, though, that unimaginative marketing hype can sustain. Even frenzied drumbeating between overs and sing-song announcements of bowlers names won't bring the crowds back to ODIs.
What will is the quality of play, and the fascination for the players. Maybe the South African spectator could lead the way.
