They are bloody scared out of their wits because Indian advertisers are holding back because of the poorly performing Indian team & with the IPL coming up. They are desperately trying to create a buzz. Everyone is petrified of an early Indian exit which will pretty much destroy viewership and lead to big losses all around. Most Indians are resigned to the idea that India won't do well and that means a lower level of interest in the World cup. Makes sense to bring in Pakistan in their ads & hope that the rivalry there will increase some interest.
P.S. (for Pakistanis): This is your best bet to win against India. If you lose this time against this Indian team, you really deserve the losers tag.
