Marketing campaign complies with ICC guidelines, says Sony

Our Bureau Bangalore | Updated on March 12, 2018 Published on February 15, 2011

Mahendra Singh Dhoni

In the wake of allegations of ambush marketing by Sony in its use of Mahendra Singh Dhoni for its latest marketing campaign, the company has come out with a clarification that its campaign is compliant with ICC guidelines.

The company also says it has not received any communication from ICC on this issue, and is willing to clarify on queries the cricket council may have.

“Sony India is of the opinion that its marketing campaigns, in particular, its TVC, are compliant with ICC guidelines. Our brand ambassador, M.S. Dhoni has not used the national colour on his attire or ICC logos, trademarks, word marks and match content in relation to the ICC Cricket World Cup 2011,” says a statement from the company.

The statement continues that in December, the company had received a general advisory from ICC. “Sony raised a query regarding the guidelines, which was received promptly. On receipt of the guidelines, we reviewed the creative and found no infirmity. We can also confirm that we have not received any communication from ICC seeking any clarification from us. We however remain willing to address any questions that ICC may have.”

The issue pertains to the use of Dhoni in ‘blue' clothes in an ad campaign for Sony Bravia TV.

According to the ICC guidelines, non-sponsors cannot use players in the national colours of teams participating in the World Cup (the exception being IPL outfits).

According to a person working closely with the ICC on IP rights, the BCCI has now taken up the matter.

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Published on February 15, 2011
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