AMBUSH MARKETING

By Grishma Chunekar

In Military TermsAmbush means the act of waiting in a concealed position in order to launch a surprise attack.

Ambush marketing or ambush advertising is a class of advertising strategies, in which an advertiser markets themselves in such a way that it competes with or ambushes the marketing presence of a competitor.

LATEST WAR WAS BETWEEN

Procter & Gamble’s shampoo brand “Pantene” with the tagline “A mystery shampoo. Eighty percent women say it is better than anything else.”

Hindustan Unilever’s shampoo brand “Dove” ambushed the campaign by placing an adjacent hoarding with the tagline “There is no mystery. Dove is the No. 1 shampoo.”,

thus ambushing Pantene’s campaign.

• Jet Airways came u with an ad campaign saying “We’ve changed!”

• To ambush the campaign, Kingfisher airlines came up with “We’ve made them change”

• Which was further ambushed by Go Airways saying“We’ve not changed. We are still the smartest way to fly”

In a similar way, in recent time….

• Flipkart came u with an ad campaign saying, “Nahi khareeda? # Achha kiya”

• To ambush the campaign, Snapdeal came up with “Achha kiya bata diya….. #Yahan se kharido”

• And further the cake was taken away by,Coupon Dunia saying“Kahin se bhi khareedo….. #Bachao idhar se”

Thank You