Surrogate Advertising

What is Advertising
Advertising is the nonpersonal communication
of information usually paid for and usually
persuasive in nature about products, services or
ideas by identified sponsors through the various
media.
In simple words, Its an action of grabbing
publics attention with help of Paid
announcements about the product in various
Medias.

Any mass medium can deliver advertising.

Some random examples:

newspapers, magazines, radio and television broadcasts, films,

stage shows, websites, billboards, posters, wall paintings,
human billboards, flyers, rack cards, the back of event tickets,
elastic bands on disposable diapers, bathroom stall doors,
cars, taxicabs, buses, trains, subway platforms,
bus stop benches, street furniture, airplanes, in-flight seat-back
trays,
overhead bins, passenger screens, skywriting, shopping carts,
stickers on fruit in supermarkets, supermarket receipts, coffee
cups,
mobile phone screens, opening billboards in streaming audio and
video.

Why advertising is done ?

1. Market is constantly changing.
2. People forget fast.
3. Competition isnt quitting.
4. Advertising strengthens Brand identity.
5. Advertising is essential to survival and growth.
6. Advertising enables Brands to hold on to your existing customers.
7. Advertising maintains morale.
8. Advertising gives Brands an advantage over competitors who have
ceased advertising.
9. You have invested money that you stand to lose. If you stop
advertising, everything youve invested becomes lost, as the
consumers awareness youve purchased slowly dwindles away.

In brands perspective , Why Advertise ?

All businesses rely, in part, on repeat business and
referrals. Old customers are the key to both. When
old customers dont hear about you, or directly from
you, they tend to move on. Cutting your advertising
is a negative signal to those who actively patronize
you.
At the same time, getting new customers is also
important in order to grow your business.

Impact of Advertising
Advertising have both positive as well as negative Impacts.
We cannot call advertising as a whole is 'good' or 'bad'.
Its just a powerful tool and that's all it really is.
Pros- Advertising can be used to widen our perspective on
some things we weren't aware of, provide us with
information we can research more on, etc.
Cons- But it can also be used to deceive, make people feel
worse about themselves, or rip consumers off their hardearned money.

Surrogate advertising

 Surrogate Advertising is a form of advertising which is

used to promote banned products like cigarettes and
alcohol, in the disguise of another product.

Its duplicating brand image of one product extensively in

order to promote another product ( which is not allowed
to be advertised) of the same company.

 Products advertising for liquor, cigarette is

banned in the country since 1995.
Ads promoting directly or indirectly for sale,
consumption of cigarette, tobacco products,
wine, alcohol, liquor or other intoxicants, infant
milk substitutes, feeding bottles, infant food and
their extended brands are banned from
advertising.

Why surrogate advertising ?

As there is a ban on liquor/Tobacco products,
Companies manufacturing liquor/cigarettes
etc., are finding ways by bringing out brands
extensions with names similar to the
Liquor/Cigarette brands.

How its done ?

Its done by advertising & hammering
complementary products such as soda , Bottled
drinking water ,fruit juice in customers mind.
Other commonly advertised products includes Music CDs, apparel and accessories & sports goods
of same brand.
Liquor companies started sponsoring and hosting
glamorous events, yet many others started
distributing t-shirts, caps, key chains, drinking
glasses with the brand name displayed on these
products.

Some commonly seen brands and their

advertisements
Bagpiper : Club soda
Imperial Blue : Music CDs 'Men will be men'
Royal Stag : Music CDs, Mega cricket, with the theme
'Make it Large'
McDowells No.1 : Soda and Indian cricket with the
tagline 'The No.1 Spirit of Leadership'
Haywards 5000 : Soda and packaged drinking water
Royal Challenge : Golf accessories, music CD's and
mineral water.

Also promotes

 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).

Advertisements

Manikchand Pan masala ad

https://www.google.co.in/webhp?sourceid=ch
rome-instant&ion=1&espv=2&ie=UTF8#q=manikchand%20advertisement
http://www.youtube.com/watch?v=ZjaOdXCX
gJw

DUNHILL CIGARETTES

Articles http://timesofindia.indiatimes.com/india/SC-banssurrogate-ads-for-tobaccoproducts/articleshow/21257960.cms
http://www.theglobaljournals.com/ijar/file.php?val=Octobe
r_2013_1380721401_7fc04_77.pdf
http://www.dnaindia.com/india/report-delhi-high-courtseeks-information-on-surrogate-ads-for-liquor-tobaccoproducts-2015970
http://blog.ipleaders.in/surrogate-advertisement-of-liquorin-india-how-indian-liquor-companies-game-the-rules/

Indian scenario
In India there is a large number of companies
doing surrogate advertising, from Bacardi
Blast music CD's, Bagpiper Club Soda to
Officers Choice playing cards.
The masking product i.e. the music CD's, or
mineral water might not even be marketed in
real, it is just a strategy used to generate top
of the mind recall.

 In India extensive surveys resulted in similar findings

which showed that liquor ads had direct influence on
Consumers purchase behavior, and no sooner the
Cable TV Regulation Act banned liquor and cigarette
advertisements, thus India gradually adopted
surrogate advertisements.
Advertisements for liquor and cigarettes have been
banned since 1995. So companies usually either go
for brand extension and promote the extended
products or promote certain products which might
not be available in the market,ex- you might not
necessarily find a Bacardi Blast music CD.

Future plans
With government now enforcing ban on
surrogate advertisements, companies are
turning to event sponsorship, event
organizing, corporate films and more and
more innovative IMC strategies.