Ambushing way through — brand marketing
In the recent Ganesh chaturthi festival, one of the most famous pandals( units setup for worship of idol), Andhericha Raja ( Ganpati of Andheri a locality in Mumbai) had a unique feature to encourage queueup This pandal is the most visited one in Mumbai and as know its a huge idol which gets installed every year and pooja ( worship) done for almost a week, followed by immersing thar huge idol in ocean. The question of pollution is to be kept aside for now. The days of celebrations in this pandal are visited by celebrities and commoners alike, and the unique facility added by Coca there was interesting. For regulating traffic, they setup queue with facilities to freshup obviously with coke on sides. This setup, when seen from a drone shot, looks like a coke bottle with that classic lights blinking on its side. Coke had been part of this stall for yore, but couldn’t find any official information on whether they are official sponsors of it, which is not known. In India, such events are less regulated, and brands might put up their hoardings with much better ease and with lesser restrictions. This method of marketing has a term called ambush marketing.
Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against other advertisers. As from Wikipedia.
Olympics, for instance, brought out rule 40 to restrict marketing in the venues of events, and also, participants are not allowed to endorse any brand during the events. They even have restrictions to use their logos and pictures during the formal events by any brand. Any official sponsor brands can come out with the advertisements well in advance and start the airing of them 90 days in advance and not change any frequency during the main events. A good move by the event organisers to keep the sanctity of the sporting event, which many of the participants won’t appreciate as their earnings by endorsements get curbed. So here the ambushing isn’t allowed.
But if you see IPL or any other events… the events are disrupted by sponsor advertising and thus we know how the quality of games have been under question.
Do you know of any events like Olympics where it 8s conducted for sheer joy of it and has funds without brands ambushing ?
