Ambush Marketing in India

The basic perception of Ambush Marketing, a campaign that revolved around a live event but did not attract a sponsorship fee is perhaps, most economical and effective tool for brand promotion. The concept, I feel has not been seriously tried out on a large scale in India though one did observe instances, where people wearing brand caps,T-shirts, Drinking Mugs and the likes for few large multinational though these too are usually those which belong to sponsor company.