Travel cos caught in ICC-corporates crossfire over 'ambush marketing'

In the ongoing battle between the International Cricket Council (ICC) and 20-odd corporates it alleges are participating in ‘ambush marketing’ (through contests promising World Cup tickets), the axe might actually fall on the two official travel agents (OTAs) for the World Cup in India. Both OTAs — Sachinam Travels and Pyramid Travels — are governed by Edusport Gullinjet Travels (EGT), the official tour operator of the United Cricket Board of South Africa, which is hosting the World Cup.
As things stand today, EGT has asked the OTAs to cancel packages sold to the ‘erring’ companies (read: not official sponsors running promotions using World Cup tickets).Here lies the problem. There is no refund for cancelled packages. OTAs have been told that the amounts standing against such companies will be forfeited. And while EGT puts its foot down on this in South Africa, it’s in India that these micro agencies will have to face the wrath of these mighty corporates. Both OTAs started out with 1,500 tickets each, 75 per cent of which were sold by October, most of them to the said 20 corporates.
Payments have already been received, though tickets stand to be delivered only in the first week of January. It was only on October 31 that the OTAs received word from EGT, apprising them of the alleged ambush marketing. While the OTAs mulled over the problem, the South African Parliament enacted a legislation making ambush marketing a punishable offence in November. On December 6, the OTAs recieved a letter from EGT with instructions that it be forwarded to the corporates and their replies be directed back to EGT.
The letter states that the companies must give in writing that they would desist from all promotional activities, no more tickets be allocated to prize winners and each company make an announcement that its has ceased the ‘offending’ promotions. Only on receipt of this would EGT guarantee that the tickets would be honoured at the match venues. The letter came with a December 10 deadline.
Both OTAs forwarded the letter to the companies concerned but are yet to receive a feedback, and have asked for a 15-day extension from EGT. Mayank Khandwal of Pyramid Travels refused to comment, but flew to South Africa last night to apprise the ICC of their position. Mukesh Dand, Sachinam director, too is vary of comment. “All I can say is that we are worried, being caught in this middle. I don’t know where we stand despite the fact that we’ve been following every EGT instruction.�
nupur.mahajan@timesgroup.com