*Associate Professor and Head, Department of Commerce, DG Vaishnav College.
**Research Scholar, Department of Commerce, DG Vaishnav College.
Ambush marketing is a practice of aligning a brand with an event for which the brand has not paid for the right to be a sponsor. Ambush marketing is legal provided the following conditions are satisfied as such when Kodak purchased exclusive right to broad cast advertisements, it was fully legal, which means nothing in their contract denote (or) specify about no competitions advertisement should not run during the games.
