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Ambush Marketing- The Concept
Authors: Prashant R. Sharma
Number of views: 823
Year 2015 is to witnessing ICC cricket World Cup and all of us are enjoying this mammothic event. Reliance , Espn ,
pepsi co, etc are the official sponsors for this event and they have spent a hefty amount in being one of the sponsors. In the
same breeze of enthusiastic atmosphere, ZANDU (not an official sponsor) balm comes with an advertisement stating it to be
official balm of players’ relief in world cup. Yes, this is Ambush Marketing. "Ambush marketing" is a term which describes
any unauthorized activity which attempts to associate a product, service or business without paying for the privilege. This can
be done by running event related promotions, for example, giving away products which will hopefully be featured in press or
television coverage; using advertising space in proximity to event grounds or official broadcast spots; and sponsoring
individual teams and athletes rather than the event itself. Commercialization of sports magnetizes core IPR issues like
Trademark, Copyright, Design, licensing and franchising etc. For now, being a very new terminology “ambush marketing”
has no specific legislation in India and this paper serves the same reason to shed light upon ambush marketing and its nexus
with IPR protection.