I think it's Good to have tournament like ISL.
I don't think why indian fans does consider cricket as very less popular game..They think what cricket tournament indian media covers is only cricket tournament ( i am not saying this to all ).
Go and live in associate or affiliate cricket playing nation ( i.e countries beyond top 10) and see their game. Or see list of icc member countries.
Brazil , Italy , USA ,Argentina, etc they all play cricket . Watch their Match In world cup qualifier games i.e Division 4,3,2 .