1. WHAT IF SOMEBODY
CRACK DOWN YOUR
WELL DEVELOP PLAN
WITHIN A MINUTE??

2. An attack from
Hidden Position

3. AM
BUSH

4. INTRODUCTION
 “A form of parasite, feeding off the goodwill
and value of the organization, they are trying
to deceive the public into believing they
support. Like leeches, they suck the lifeblood
and goodwill out of the institution.”
 (Michael Payne, Former Marketing Director, IOC)

5. Origin
French verb embuschier
"ambush marketing”
-Jerry Welsh (1980s).

6. Ambush Marketing
EVENT
pay sponsorship fee associate themselves
w/o paying
BRAND A
(Sponsor)
BRAND B
(Non-Sponsor/
Ambusher)

7. HUL's last-minute surprise foxes P&G
Ambush marketing:

8. Ever wonder who the official sponsors
of the World Cup are?
If your answer is Nike and Pepsi, it is
apparent that you’re under the spell of
ambush marketing.

9. A
M
B
U
S
H
M
A
R
K
E
T
I
N
G

10. Meaning of ambush
"an attack from a hidden position"

11. What is it????
advertisers associate themselves with capitalizing
on a particular event without paying any
sponsorship fee.

12. Types
"Direct" ambush marketing”
during the Heineken, UEFA European championships,
2008, Heineken in an effort to ambush Carlsberg’s
official sponsorship.
"Indirect" ambush marketing”
The Open Championship, 2008, Bentley set up a line-up
of the Bentley cars outside Hill side Golf club which is
adjacent to the Royal Birkdale
"Incidental” ambush marketing”
Speedo earned a considerable attention from media as
result of success of swimmers wearing LZR racer swimsuits.
This portrayed Speedo as official sponsor of the Beijing
Games thus creating confusion in the market.

13. Impacts
 Increasing cost of sponsorships
 Transgression on the intellectual property rights

14. Abided Laws
 Copyright Law
 The Emblems and Names (Prevention of
Improper Use) Act

15. Evidences

16. Remarkable Indian acts

17. All is fair in love and war, so
Thank you!!