author(s)
Dr. Kesavulu Poola and Dr. V Lavakumar

abstract
Ground-breaking, artistic marketing strategies are the main modules of modern era. It's absolutely a benefit to the companies in order to grab the market attention with little creative effort. Ambush marketing is a kind of contemporary marketing strategy that elevates awareness of a certain brand with huge popularity. Ambush marketing is a having a strategy that, a company/ product absorb the significant publicity in a major event without having official sponsorship. The main objective of present article is to study the Ambush marketing practices and its strategies. In addition we focus on conceptual investigation of ambush marketing, study the nature and progress of ambush marketing, and its advantages. In recent era ambush marketing be likely to be artistic and courageous, teeter on the edge of ethics, even though there are lot of follow the law.