Ambush marketing may be norm at WC

THE ICC may take a tough stand against ambush marketing during the upcoming World Cup, but the rivals of the sponsors of the tournament are not shying away from using cricketers to promote their brands during the mega event.

Firms such as Sony, TVS, Adidas and Aircel which are rivals to ICC sponsors LG, Hero Honda, Reebok and Reliance Communication respectively have charted plans to launch extensive campaigns featuring Indian cricketers, including MS Dhoni and Sachin Tendulkar, during the Cup. "Nobody is stopping us from doing anything. MS Dhoni is our brand ambassador and we do plan to come out with campaigns during the World Cup, though we have not finalised the plan yet," said HS Goindi, president ­ mar keting, TVS Motor. Similarly, sportswear brand Adidas will also launch its campaign in the next 2-3 weeks that will be used not only during the World Cup but also the IPL.
The campaign has a line-up of names like Tendulkar and Virender Sehwag.

Experts say, the plan of these rival brands to use cricketers may not violate ICC's norms. Ambush marketing is a strategy wherein advertisers try to gain mileage out of an event without paying any sponsorship fee. For instance, cricketers were used by Pepsi with its `There's nothing official about it' campaign during the Wills World Cup in 1996 held in India, Pakistan, Sri Lanka much to the ire of rival Coca Cola, which was the official sponsor.

ICC CEO Haroon Lorgat has said that ICC is taking all necessary steps to protect the rights of its commercial partners and has deployed resources to keep a check on ambush marketing. ICC has over 10 partners for the World Cup that's being played in the subcontinent from Feb 19 to April 2.

LG's rival electronics maker, Sony India that has roped in Dhoni as the new brand ambassador plans to spend Rs 100 crore on its new campaign that will run during the event. Sources say, telecom firm Aircel, which is endorsed by Dhoni, is also launching a new cam paign soon. A senior executive of a multinational that will soon use cricketers in its ads, said on the condition of anonymity, "The ICC clauses are not very stringent.
The rules are quite flexible."

Experts say, the ICC cannot stop any corporate from promoting its brand during the event and can only restrict the cricketers from indulging in ambush marketing. Even the managers of the cricketers endorsing the brands are of the view that ICC does not stop anyone from appearing in an ad if it does not breach ICC rules on ambush marketing. "ICC guidelines say that a player can also endorse the brands of rival companies. The only thing they cannot do is to use the World Cup logo and other things, or wear a team jersey while appearing in those ads," Rhiti Sports founder Arun Pandey said.
The firm manages endorsements for Dhoni. Nothing unofficial about it Sony, TVS, Adidas and Aircel which are rivals to ICC sponsors LG, Hero Honda, Reebok have campaigns lined up with Dhoni, Tendulkar and Sehwag during the Cup Even the managers of cricketers endorsing brands feel that ICC does not stop anyone from appearing in an ad if it doesn't breach ICC rules on ambush marketing