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Ambush Marketing: a fair war?

Posted on: June 7, 2008

Ambush marketing or Parasitic marketing refers to a situation in which a company or product seeks to ride on the publicity value of a major event without having contributed to the financing of the event through sponsorship.

Classical case of ambush marketing in India

When Coke won the official sponsorships rights for the 1996 Cricket World Cup, Pepsi had a plan to win the race off the field. Coke paid Rs. 40 cr to be called an official sponsor, but Pepsi’s brilliant counter ad “Nothing Official About It” clearly occupied more of the consumers mind space.

Pepsi signed up a string of Indian players and used them in TVCs under the catch phrase “Nothing official about it”. They even told their players not to approach Coke drinks trolley during breaks in play. The campaign showed cricketers like Sachin Tendulka rejecting the official drink for a Pepsi. Though Coca-Cola was the official sponsor for the event, Pepsi made the best of it with its briliiant campaign.

m0r0N.

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