What is Ambush Marketing? India, Examples

Ambush marketing is a promotional tactic used by companies to gain attention and publicity without paying for it. It is a form of guerrilla marketing that takes advantage of the media attention surrounding an event or a product launch to gain exposure.

ExampleNike released a high-profile advertising campaign during the 2012 London Olympics

How Does It Work?

It works by creating an association between a brand and the event without actually paying for it. This can be done through clever advertising campaigns, product placement, or by creating a buzz around the event. It is a great way to get your brand noticed without spending a lot of money.

The Pros and Cons

Ambush marketing is a marketing strategy used by companies to gain publicity and create brand awareness without having to pay for the sponsorship of an event. It involves using the publicity surrounding an event to promote a brand without actually being associated with the event. While this strategy can be effective, it also has some potential drawbacks.

Advantages –

The primary advantage is that it allows companies to gain exposure without having to pay for the rights to be an official sponsor of an event. This can be especially beneficial for smaller companies that may not have the budget to compete with larger companies for sponsorship rights. Additionally, It can be used to create a sense of excitement and buzz around a brand.

Drawbacks –

However, there are some potential drawbacks. It can be seen as unethical or even illegal, depending on the context. Additionally, it can be difficult to measure the effectiveness of the strategy, as there is no direct link between the event and the brand. Finally, it can be difficult to execute an ambush marketing campaign without being noticed, as the event organizers may take action to prevent it.

Overall, the tactic can be a useful tool for companies looking to gain exposure without having to pay for the rights to be an official sponsor. However, it is important to consider the potential drawbacks before embarking on an ambush marketing campaign.

Different Types

  1. leveraging existing relationships
  2. leveraging competitor relationships
  3. leveraging media coverage
  4. leveraging social media

A few Examples in India And the Globe

ExampleEvent
Amul’s “Utterly Butterly Delicious” during World Cup 2019Witty outdoor ads leveraging cricket
Durex’s “Play More” during IPLduring IPL matches
Vodafone’s “ZooZoos” during IPLanimated characters during IPL
Kingfisher’s “King of Good Times” during Formula 1 racesAssociating with Formula 1 events
Pepsi’s “Change the Game” during Indian Premier League (IPL)Engaging advertisements featuring cricket stars during IPL seasons.
Airtel’s “Har ek friend zaroori hota hai” during the Indian Premier League (IPL)Catchy tagline and relatable ads during IPL
Idea Cellular’s “What an Idea, Sirji” during Indian Premier League (IPL)Memorable ads highlighting social issues during IPL
Fevicol’s “Ultimate Stickiness” during cricket matchesCreative ads showcasing the strength of the adhesive product during matches.
Cadbury’s “Kuch Meetha Ho Jaye” during cricket tournamentsduring cricket events
MRF’s branding on non-sponsored cricket gearLogo placement on cricket equipment and Bats is not officially sponsored by MRF.
Nike’s “Bleed Blue” during ICC Cricket World Cup 2011Inspirational ads promoting the Indian cricket team’s support with brand integration.
KitKat’s “KajuKatli” during DiwaliPlayful ads associating the chocolate brand with traditional Diwali sweets.
Amazon’s “Apni Dukaan” during festive salesPromotions positioning Amazon as a one-stop shop for festive season shopping.
Flipkart’s “Ab Har Wish Hogi Poori” during Big Billion DaysCatchy slogan and offers during the annual Big Billion Days sale event.
Parle-G’s “G for Genius” during exam seasonAdvertisements highlighting the energy and nourishment aspects of the biscuit.
Tata Salt’s “Desh Ka Namak” during patriotic occasionsBranding associating Tata Salt with the pride and essence of the nation.
Paytm’s “Karo, Khushiyan Bhari” during the cashless drivepromoting digital payments and cashless transactions All Over india
Coca-Cola’s “Thanda Matlab Coca-Cola” during summersduring hot seasons
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