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Opinion: Surrogate Advertising

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Surrogate Advertising	4 days ago · Job ads are often like wish lists — they’re the employer’s idea of a dream candidate. The person they ultimately hire often won’t completely fulfill that wish list. As a general rule, if you’re really . 6 days ago · ASCI’s move to proscribe “surrogate ads” of 12 liquor companies is big in its scope and scale. Of course, the IPL is over and both the advertisers and the broadcaster have reaped the.
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Surrogate Advertising - goes beyond

Surrogate advertising is a form of advertising which is used to promote banned products, like cigarettes and alcohol , in the disguise of another product. This type of advertising uses a product of a fairly close category, as: club soda , mineral water in case of alcohol, or products of a completely different category for example, music CD's or playing cards to hammer the brand name into the heads of consumers. The banned product alcohol or cigarettes may not be projected directly to consumers but rather masked under another product under the same brand name, so that whenever there is mention of that brand, people start associating it with its main product the alcohol or cigarette. The origin of surrogate advertising can be traced to Britain , where housewives started protesting against liquor advertisements which provoked their husbands. India has held a strong stance on the ban of advertising tobacco and liquor products since The combination of these factors lead to an eventual ban on advertising of these products throughout its media channels. However, the negative outlook on advertising these products can be traced back to , when the Indian government introduced the Cigarette advertising act, forcing tobacco companies to display health warnings on the packaging and advertisements for cigarettes. The Indian government and health ministry continued to push for stronger restriction of the advertising of tobacco and liquor until its eventual complete ban in

Of course, the IPL is over and both the advertisers and the broadcaster have reaped the benefits of the ads, but it is at least a public expression of disapproval and just may have some effect on future advertising of this kind. The grounds for proscription were that the Surrogate Advertising products did not appear to be genuine brand extensions, clearly Sugrogate it could not be established that they actually exist and that one could buy them. That reminds me of when, in the late s, McDowell was hauled up by the then Monopolies and Restrictive Trade Practices Commission for its ads for Diplomat ice cube bags, very obviously a surrogate for its Diplomat whisky. Surrogate Advertising Mallya, the young Chairman of the group, appeared in person.

When it was pointed out that the expenditure on advertising was, Surrogate Advertising, far greater than the sales turnover of the advertised product, which was not even readily available, Mallya Surrogate Advertising not defend or deny that. The phenomenon of surrogate ads goes back to the early-mid s when a rash of liquor companies and brands entered the Indian market. Amid all this came a print ad for Old Monk, its central visual the distinctive bottle, complete with the label, partially buried in the sand.

In shock and horror we, as his advertising agency, took the ad to Mallya and suggested he advise his counterparts in the liquor industry to exercise discretion or the government would clamp down. Far from Surrogate Advertising concerned, Mallya was delighted.

If there were no advertising, he pointed out, new entrants would find it hard and legacy brands and companies like his would have the advantage. To his credit, he did not urge us to push his advertising in that direction.

It was not all that long ago that advertising of liquor on TV was actually allowed. On TV, but not in print.

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Don't ask me why. There was a watershed time — 10 pm, if I remember right — after which liquor ads were permitted. Liquor ads Surrogate Advertising to appear at all times of the evening. When asked, broadcasters and agencies explained them as bonus spots. And of course, viewers can tell bonus spots from paid spots, and don't Advertislng influenced by them.]