Liquor Product Advertising has been Banned; but Surrogate Advertising, often with The Use of Popular Celebrities, defeats The Purpose
In India, just about every law comes with its own set of loopholes. The case of the ban on advertisements of liquor and tobacco products is no different. Surrogate advertising, the loophole in this case, is a welcome crutch for these brands, as they are not otherwise allowed to advertise their products directly.
Indian cricket team captain M. S. Dhoni promotes McDowell’s Soda, Ajay Devgan endorses Bagpiper Soda, Saif Ali Khan endorses Royal Stag Mega Music and the list goes on. Seagram (Royal Stag Mega Music & Mega Cricket), McDowells (soda), Kingfisher (soda & water), Hayward’s 5000 (soda & packaged drinking water), White Mischief (holiday packages), Imperial Blue (cassettes & music CDs), Royal Challenge (music CDs), Bacardi (cassettes & CDs), SmirnOff (cassettes & CDs) are some primes examples of surrogate products.
Godfrey Philips – manufacturers of Red & White – gives “Red & White Bravery awards” for social initiative. Wills Lifestyle does a great surrogate job for Wills in a sense and Gold Flake has ‘Gold Flake Expressions’ greeting cards.
Evidently, it is ridiculous to simply ban the product advertisements and leave go of surrogates to do whatever they wish. The government should immediately ban advertisements of products and services that purport to sell brands that are like-named as tobacco or liquor brands. Does that mean that Kingfisher Airlines should not be allowed to advertise? Of course, yes. Or else, they should change the name of their airlines brand.
Indian cricket team captain M. S. Dhoni promotes McDowell’s Soda, Ajay Devgan endorses Bagpiper Soda, Saif Ali Khan endorses Royal Stag Mega Music and the list goes on. Seagram (Royal Stag Mega Music & Mega Cricket), McDowells (soda), Kingfisher (soda & water), Hayward’s 5000 (soda & packaged drinking water), White Mischief (holiday packages), Imperial Blue (cassettes & music CDs), Royal Challenge (music CDs), Bacardi (cassettes & CDs), SmirnOff (cassettes & CDs) are some primes examples of surrogate products.
Godfrey Philips – manufacturers of Red & White – gives “Red & White Bravery awards” for social initiative. Wills Lifestyle does a great surrogate job for Wills in a sense and Gold Flake has ‘Gold Flake Expressions’ greeting cards.
Evidently, it is ridiculous to simply ban the product advertisements and leave go of surrogates to do whatever they wish. The government should immediately ban advertisements of products and services that purport to sell brands that are like-named as tobacco or liquor brands. Does that mean that Kingfisher Airlines should not be allowed to advertise? Of course, yes. Or else, they should change the name of their airlines brand.
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
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IIPM: Indian Institute of Planning and Management
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Best B School India
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM's Management Consulting Arm-Planman Consulting
IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
