Tag: Chennai Super Kings

Dindigul Thalappakatti’s marketing ambush at the 2019 IPL!

Dindigul Thalappakatti’s marketing ambush at the 2019 IPL!

Of late, I’d lunch with my family, in one of the outlets of Dindigul Thalappakatti in Chennai. In the restaurant, below every diner’s plate, I noticed paper placemats imprinted with the below advertisement…

Cover Image

On seeing the ad, two aspects made me glue to its content. Firstly, it’s the advertisement’s striking design. Secondly, it’s the predominant yellow jersey sported by the two human batting figures featured in the ad.

After going through the paper placemat, I realized that the promotional material did not feature any of the names, which a cricket fan in Tamil Nadu would easily relate to, such as…

  1. IPL
  2. IPL 2019
  3. Indian Premier League
  4. CSK
  5. Chennai Super Kings
  6. Mahendra Singh Dhoni
  7. Dhoni
  8. MSD

But, via this strategy, the restaurant was able to tap into the emotions of a Cricket fan.

Considering Dindigul Thalappakatti circumventing the use of the above-mentioned names in its promotional materials and at the same time, trying to capitalize the excitement around IPL 2019, the strategy could well be quoted as an ideal example of Ambush Marketing!

Photo Courtesy: Fotor and Dindigul Thalappakatti