You could pardon the folks in the advertising business if you spot a spring in their step. Year 2019, by the looks of it, could well be the biggest year of media spend and not without reason. There are three mega events, which alone could see advertisers cough up a handy Rs.90 billion (see: Ringing cash registers). And if you consider that the general elections, Indian Premier League (IPL) season and the ICC Cricket World Cup will be held in a span of four months, one is in for a blitzkrieg.