Offensive Proteas ‘chokers’ advert removed in India

An advert that sought to imply that the Proteas were 'chokers' at the T20 World Cup has not only backfired, but now been removed in India.

Feb 23, 2026 - 06:00

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Offensive Proteas ‘chokers’ advert removed in India

On Sunday the Proteas and India went head to head in a blockbuster T20 Cricket World Cup game, but many social media users were outraged by a controversial advert that was released by Star Sports India in the lead up to the game.

The offensive advertisement featured two fans – one wearing an Indian jersey and the other a South African jersey – in a coffee shop. They both dash for the last remaining cupcake on a plate, but the South African fan reaches it first, but then visibly begins to choke.

The Indian fan then mocks him, referencing the 2024 T20 World Cup final (which India won) and the historical “choker” label often attached to the South African cricket team in major tournaments.

The video started circulating on social media and not only drew outrage from South Africans, but many prominent Indian cricket commentators and fans also criticised the ad, calling it “embarrassing” and “cringeworthy”.

Following the intense backlash, Star Sports deleted the video from its X (formerly Twitter) account and other platforms, which came after cricket karma seemed to also come back to haunt the media outlet as the Proteas ultimately secured a huge win over India on Sunday.

YOU CAN SEE THE PROTEAS ADVERT THAT CAUSED AN UPROAR BEFORE THE INDIA GAME

South Africa defeated India in a one-sided match, and Star Sports has deleted this offensive ad it made for this particular encounter.

Perhaps this episode will teach our ad makers that arrogance masquerading as marketing is neither clever nor graceful.
pic.twitter.com/uK9W96p95Y
— THE SKIN DOCTOR (@theskindoctor13) February 22, 2026

ofcourse they’ve decided to delete the tweet but @StarSportsIndia deserves this humiliation. if they had an iota of integrity, they would issue an apology to South Africa. unbridled arrogance. the game always finds a way to humble those who think they are bigger than the game ???????? pic.twitter.com/3QCM3DFw1u
— CaniZ (@caniyaar) February 22, 2026

when are South Africa back in action?

The Proteas have now made the perfect start to proceedings in Group 1 of the Super Eight stage alongside India, the West Indies, and Zimbabwe.

Here are their remaining scheduled fixtures as they push for a semi-final spot:

vs West Indies

Date: Thursday, 26 February
Venue: Narendra Modi Stadium, Ahmedabad
Time: 11:30 SA Time (15:00 Local)

vs Zimbabwe

Date: Sunday, 1 March
Venue: Arun Jaitley Stadium, Delhi
Time: 11:30 SA Time (15:00 Local)

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