The grey area of ambush is getting ever more complex. Take the case of insurer, Bajaj Allianz at last weekend's India-Australia cricket match. Bajaj Allianz, not a sponsor of the match, cut a deal with the broadcast partner, Neo Sports, to air a :10 vignette in support of the insurer's new child insurance plans. No harm, no foul right?
Here's the rub. Bajaj Allianz':10 promo, according to the Economic Times, was for an in-stadium camera zoom on a father-son duo with a sign proclaiming ‘I have planned for my child’s future’ with the Bajaj Allianz logo and advertisement flashing on the screen for 10 seconds.
“This is a blatant ambush of on-ground sponsorship and it is audacious,” says Harish Krishnamachar, vice-president at World Sport Group (WSG).
Krishnamachar went on to te...