Surrogate Advertising

DEFINITION:-

In simple words when you advertise a product such as liquor or cigarettes that is banned from being advertised, by using another product (with the same name) .

Duplicating the brand image of one product extensively to promote another product of the same brand.

ORIGIN OF SURROGATE ADVERTISEMENTS Need of alternative path of advertising of banned product

The problem occurs when brand extension is carried out in

response to the ban on advertisement of one product category. In

this case, the companies launch other products with the same

brand name for the purpose of reminding their old customers

• EXAMPLE:-

"HUM, tum or mera Bagpiper". This Bagpiper club soda advertisement, featuring cine celebrities, is similar to the earlier one for Bagpiper whisk

Surrogate Advertisers

The major player who use surrogate advertising as their strategically promotion elements:

• WILLS• MANIKCHAN• BACARDI• KINGFISHER• ARISTROCRAT• SMIRNOFF• SEAGRAMS

Surrogate AdvertiserCOMPANY NAME SURROGATES

MC DOWELLS WATER AND SODA

BAGPIPER WATER AND SODA, CASSEETES AND COMPACT DISCS

GODFREY PHILIPS BRAVERY AWARDS

RED AND WHITE BRAVERY AWARDS

BACARDI CASSETTES AND COMPACT DISCS

KINGFISHER WATER AND CALANDER

ROYAL CHALLENGE GOLF TOURNAMENTS

SMIRNOFF APPLE JUICE

Kingfisher promote their liquors, beers and whiskies, which constitutes 95% revenues of the UB group.

It is neither promoted by the Central nor by the State government.

The advertising of these products are banned on the television.

The liquor king Vijay Mallya and his group promoted their products by different strategies , like

They owned a cricket team ROYAL CHALLENGERS BANGALORE

When the bear baron Vijay Mallya started a new airline, he named it Kingfisher, presumably to promote his beer brand.

Some even believe that the very concept of having an airline was to promote Kingfisher beer. Today, it has become as important a brand for the airline as his beer,

Mallya's UB also advertises the Kingfisher bottled water, which probably does not leave the confines of his many households. The logo on the bottle instantly reminds one about his beer

Mr. Anbumani Rama doss, Ex-Union Health Minister vs. Bangalore Indian Premier League (IPL) cricket team, Royal Challengers

Mr. Anbumani Ramadoss, Ex-Union Health Minister had challenged the name of the Bangalore Indian Premier League (IPL) cricket team, "Royal Challengers", was an obvious form of surrogate advertising for liquor brand "Royal Challenge".

After which, the Supreme Court of India in August 2008 pointed out that the team was not named 'Royal Challenge', the liquor brand, but "Royal Challengers" so this will not lure the viewers as only those who drink can be attracted by these things

The Supreme Court of India also had a simple advise — “Watch cricket and do not see too much of liquor in it”

Cont..

In the aforementioned matter, the bench observed in a lighter vein, alluding to the fact that a name would not have any effect on non-drinkers.

Keeping this in note, the Indian Broadcasting Foundation (IBF) started to take on the surrogate liquor advertisements, where it ruled that if liquor companies promote any juice, mineral water or soda then they should show these products in a proper manner.

Thank You !!!