Ambush Marketing is more than just Marketing. This is a "War of Brands". It is a Marketing Strategy where advertisers capitalize on an event without paying the sponsorship fee.

1. Shashwat Sangal
Shubham Singh
Shivam Chutani

2.  Unauthorized association of rival’s product with an event already
having official sponsors
 Derived from an old French verb embuschier – to place in a wood
 Attempt to capitalize on the goodwill, reputation and popularity of a
particular event
 Gain commercial returns or promote the brand
 First instance – Kodak ambushes Fuji in Olympics’84
 Ads on billboards, flying airborne banners, freebies, t-shirts, flags,
caps
AMBUSH MARKETING

4.  To take a dig on your competitor
 Save time and money by not being an official sponsor
 Create an impression of being an official sponsor without paying
for it
 Complete creative freedom
WHY AMBUSH MARKETING

5.  Cosmetic Ambush :
• Driven by ego
• Exposure
• Publicity
• Thorn in the side
 Proximity Ambush - Setting up on the outskirts of major event
 Media Ambush - Buying a media package during coverage of an event
that is sponsored by a competitor
 Strategic Ambush :
• Leverages the experience around the event
• Planned, leveraged and measured exactly like a best-practice
sponsorship, but without the investment
• Not about deception
TYPES OF AMBUSH MARKETING

6. AMBUSH MARKETING – ILLEGAL or NOT
 Certainly NOT – Practicing ambush marketing is not illegal
 Ambush marketing Controversial – YES
 Brands consider it as an another marketing option
 Strategic planning and on point execution
 Properties – saving their value
 Media – just another story
 Customers – really don’t care

7.  Increase brand awareness within global and local markets
 Create an impression of being a sponsor without paying for it
 Boosting company image – A dominant reason
 Play unconventional and attack your competitors unaware
OBJECTIVES OF AMBUSHERS

8.  ‘Ambush Marketing’ landed 6th in global language monitor top words
2010
 The Truth is: with Ambush nobody loses
 Competitive pricing benefits consumer
POWER OF AMBUSH

9. No More A Stadium
Game…