New Delhi (Agencies): Despite ICC’s tough stand against ambush marketing during the World Cup 2011, rival of the sponsors of the tournament are adamant on using cricketers to promote their brands during the mega event.

Companies like Sony, TVS, Adidas and Aircel which are rivals to ICC sponsors LG, Hero Honda, Reebok and Reliance Communication respectively have charted plans to launch extensive campaigns featuring Indian cricketers, including MS Dhoni and Sachin Tendulkar, during the Cup.

"Nobody is stopping us from doing anything. MS Dhoni is our brand ambassador and we do plan to come out with campaigns during the World Cup, though we have not finalised the plan yet," said TVS Motor, President Marketing HS Goindi.

Similarly, sportswear company Adidas will also launch its campaign in the next two-three weeks that will be used not only during the World Cup but also the IPL.

According to experts, the plan of these rival companies to use cricketers may not violate ICC's ambush marketing norms.

According to sources, telecom services provider Aircel, which is endorsed by Dhoni, is also preparing to launch a new campaign soon.
The company's spokesperson, however, declined to comment saying the plans were still on the drawing board.

Commenting on the ICC rules, a senior executive of a leading multi-national that will soon use cricketers in its ads, said on the condition of anonymity," The ICC clauses are not very stringent. The regulations are quite flexible."