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IMPACT: International Journal of Research in

Humanities, Arts and Literature (IMPACT: IJRHAL)

ISSN (P): 2347-4564; ISSN (E): 2321-8878
Vol. 7, Issue 4, Apr 2019, 507-512
© Impact Journals


iMayank Pant1 & Kumar Ashutosh2

AssistantiProfessor, Uttaranchal University, Arcadia Grant, ChandanwariiPrem Nagar, Dehradun, Uttarakhand, India
Research Scholar, Uttaranchal University, Arcadia Grant, Chandanwari Prem Nagar,iDehradun, Uttarakhand, India

Received: 17 Apr 2019 Accepted: 25 Apr 2019 Published: 30 Apr 2019


Advertisements areiuseditoiget theiattentioniofipeopleithereby formingia distinct image in one’simind. Alcohol

and cigarette advertisementsiwere found toihave severe impaction people due to increased consumption rate. So Indian
igovernmentibannedialcoholiand cigarettiadvertisementsiin1995i(Nathwani 2016)[6].iThisigaveibirthitoitheiriseiof
isurrogateiadvertisementsiiniIndia.iSurrogat iadvertisementii iaiformiofiadvertisementiusedit iadvertiseibanned products
ibyireplacing them withia surrogateiproduct. In India weicanifind many surrogate advertisements like Bacardi iusing
imusic CD’s,iMcDowell’s and Bagpiper using soda wateriasisurrogate to promoteiits alcoholic iproducts. The purpose io
ithisistudyiisito study the howisurrogate advertisementihasievolved,iincidentsileadingito irise iof iit,ieffect iof isurrogate
iadvertisementiiniIndia.iHowithese advertisementsican effectiyouth,iwhethe theyiareiinfluenced byithe role models
ipitchediinitoiadvertise theibrand.

KEYWORDS: IGovernmentiBannediAlcohol, RegulatingitheiAdvertisingiIndustry


Advertisements are aimode of communicationiuseditoicreateia idistantiimageiofiaiproduct inione’simindiaimed

iat increasingisales. Asuccessful advertisingicampaign willispread wordiaboutitheiproduct, attract customer’s and increase
isales. There are various modesitoiadvertise an theimostisuitable advertisement foria specificiproductidepend
ionicustomers.IFor exampleiifiyouiknowicustomers iuse ispecific iwebsite,ithenigoing forionline iadvertisementiisia ibetter


Thereiisinoicentral statutory authority in India regulatingitheiadvertisingiindustry. Indian Advertising market iis

icontrolled byithe AdvertisingiStandardiCounciliofiIndia(ASCI), which is a non-statutoryibody. Andiit ihas imposed
icertain regulation ionithe advertisementiofithe banned productsilike Tobacco, Alcohol, cigarettes etc. The Cable
iTelevision Networks rule[7], i1994 underithe Advertisingicod iimposed ia Ban onithe directioriindirect ipromotioniof ithe
isales, production and consumptioniof cigarettes,itobacco products, wine, alcohol, liquor or other intoxicants.

ASCI code andiCable TelevisioniNetworksirule,1994istatesithat

• iVisual content,of the advertisementimust depictionlyithe productibeing advertised and not theiprohibited or
irestrictediproductiin aniform or manner:

Impact Factor(JCC): 3.7985 - This article can be downloaded from

508 Mayank Pant & Kumar Ashutosh

• iTheiadvertisementimust not makeianyidirectior indirect referenceito the prohibited orirestrictediproducts

• iThe advertisementimust not createiany nuancesior phrasesipromotingiprohibited products

• iThe advertisementimustinot usiparticular colours and layoutior presentationsiassociatediwithiprohibited or


• iThe advertisementimustinotiuseisituationsitypical foripromotioniofiprohibited orirestrictediproductsiwhen

iadvertisingithe other products.

Origin of Surrogate Advertisements

Nowithis leditheicompaniesitoifinditheiloopholesiinithe rulesito promoteitheir brand and recovers theilossithat

ihas risen from theibanion the advertisement of alcohol. Companies started launching new legal products with sameibrand
iname soithat consumersicanibeiaware aboutitheiribrand.iAnd thisiledito theioriginiof surrogateiadvertisementsiin the
inameiofi“brand extension”. Thereiare numerous such example like 502 patakaichai isiai“Brand Extension” of 502ibiddi,
iBacardi Music Cdsiisi“BrandiExtension” ofiBacardi Whiskey.

Advantagesiof SurrogateiAdvertisement

• iThese companiesiareisome ofihighestirevenuersifor itheigovernmentidue toihighitaxesiandiother regulations.

• iCreateibrandiawarenessiandibrandiimageito the people

• iTheseibrandsiprovideigoodivalu ifor money.

• iBrands organize charity and various public awareness events.

• iGives a chance to banned productsito getimarketiexposure.

Disadvantage of Surrogate Advertisement

• iPublic awareness: i- there areitwoiaspects iof it, one where people understanditheisurrogate advertisement and
ihidden meaningibut those people are alreadyiusingithat product. Other is those who don’tiunderstandisuch
iadvertisementihaveinoieffectiof suchiadvertisement. Publiciis not so naiveithat theyiwillijustigo and buy your
ibrandionithe basisiof youribrand.
• iWastage ofimoney: i-iAlcoholiand tobaccoicompaniesiareispendingilotsiof moneyionithe advertisements to
icreate awareness of brand even thoughithey areinotiallowed to useiassociate their brand and product.


The attemptiof theistudyiwas itoifindithe iconsumeriperspective on ithe surrogateiadvertisement of the ialcohol

iindustryiiniIndia.i2.i[4] iAccordingitoiSinghi(2015)isurrogateiadvertisement literallyimeans the method of duplicating ithe
ibrandiimageiofia particulariproductiextensivelyiforithe promotion of anotheriproductiofitheisameibrand.iItiis generally
idoneiwhenithe advertisement ofione productiis notiallowediin aiparticularicountry.i[4]Singh (2015)ireported ithe various
iindustriesiwhich usesitheisurrogate advertisementimethod for theiriads andipromotions anditheirisurrogateiproduct
ithroughiwhich they promote it. Itialsoistated the variousilaws and regulationiwhichiar ithere whichiforcesitheseiindustry
ifor the use of surrogate butiit neitherireportedxtheiconsumer’siperceptioniofithese advertisement methodology.

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Effect of Surrogate Advertisingi in Alcohol Industry 509

Accordingito Panda (2017)ithe essentialione ofitheiimportantifeatures that surrogate does isithe recall of the brand amongst
the consumersirather onlyisales. Inisurrogat the advertisement could eitheriresemble of heioriginaliproduct or it canibeia
new andidifferentiproduct altogether. Various otheriresearchistudies were conducted toiidentify the surrogate
advertisementiiniIndia. Why is surrogateiadvertisement implemented initheicountry? IniIndiaisurrogate isigenerally used
foritheipromotion ofiliquor anditobacco products. Accordingito the article AdvertisementiLawiin Indiai(2012)iit
implementsivariousilawsiwhich iprohibititheidirect advertisementiof alcohol anditobaccoiinitheicountry. Accordingito
Pandaithese lawsiwereiimplementedibecause theseiproductsiput adverse effectsionitheihealth and mindiof aniindividual
and leaditheiindividualitoisubstancesiwhichihave an additiveieffect.iIt is also responsibleifor theidiscomfortito the public.
Theitobaccoiand the alcohol industryihave to put variousieffortsito promoteitheir productiamongst the consumersiby
various meansilikeisponsoringisportsieventsior culturalimeets, advertisement in newspaper etc. Panda[5] (2017)itriedito
understand the meaning ofisurrogate in India.Why isisurrogateineeded in ithe country?iIt also tells us about the ethical
issuesiand whether ito banitheseiindirect way iofiadvertisingiin the country. Theistudy also suggested few waysithrough
whichitheilegislationimayitackl itheiproblemiof theiincrease in surrogate advertisement.

Accordingto Dodrajka (2011) in which she ianalyzed itheiliquor sales iniDelhiiand concluded about theiincrease
in salesiinitheiindustryidueito surrogat iadvertisement.iIn the studyiitiwas alsoistatedithat theyiconductediaisurveyitoifind
theieffect ofitheseiadvertisement amongstitheiconsumersiin whichishe took a surveyiof abouti100iconsumers and tried to
come up with anianswer.iSheitoo all theiindustry underiaisingleiumbrella and ididn’tidifferentiate the tobacco, cigarettes
and the alcohol industryiseparatel neitherishe comeiupiwithithe gender idifferences in the perception of the population. Our
studyiaims inifindingitheiperception ofialcoholiindustry’sisurrogateiadvertisement onitheiconsumer.


The mainiobjective ofitheiresearchiisitoistudyitheiconsumer’siperception of surrogate advertisement of alcohol

iindustryiiniIndia. For theigiven objective someiotheriobjectivesiforithe study are:

• iTo finditheiawarenes iof iconsumeriaboutisurrogateiadvertisement.ii.e.iIs ithe icompanyisuccessful iin surrogate


• iTo analyze what are more effectiveimodesiofieffective advertisement?

Objective i1

To findithe awareness of consumeriaboutisurrogate advertisementii.e.iis ihe companyisuccessful in surrogate


Impact Factor(JCC): 3.7985 - This article can be downloaded from

510 Mayank Pant & Kumar Ashutosh

Figure 1: Showing the Awareness of Surrogate Advertising in Drinkers among Different Groups

The aboveipie chart showsithationly 50% of the peopleiwho drinks whethe occasionallyioriregularlyiwere aware
about theisurrogate advertisement. So iticanibeiinference that evenipeople who are usingithe product areinotigettingithe
messageithat company wantsitoiconvey.iAmongithe totalisampleisize ifemales werei32.6%.iAnd from the above data iit is
clearithatigenderihasino particulariimpact onitheiperceptioniofiadvertisement.


To analyze what are more effectiveimodes of effectiveiadvertisement?

The advertisementiportrayed drinking iasia greatiway toimeet people |The male and femaleiactors whoiwere
drinking were physically attractedito eachiotheri| The advertisementsiwereifunnyi|iThe people drinkingilooked iattractive i|

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Effect of Surrogate Advertisingi in Alcohol Industry 511

The people drinkingilookedilike they hadistrengthiandimusculari|The people drinking looked attractivei| Advertisement
wereimotivational | Celebrityiwas partiof advertisementiMost ofithe consumersi(47.7%) isaidithat alcohol adsiportrayed
idrinking as aigreatiwayitoimeetipeople. While i¼ thiofithe population i.e. (25%) found ithe ads to be funny.


1. iAhammed ShammeriP.M., JohneyiJohnson “A istudy ofiImpact iof surrogate advertisement in Surrogate


2. iDorothy Cohen “Surrogate indicators andideceptioniin Advertising”iJournaliof Marketing Vol. 36, iNo.i3(Jl.,
i1972), pp. i10-15

3. Mapulane, Mawethu iGlemar, “Effectsiofitelevisedialcohol advertisementsionitheidrinkingibehaviour of youth:a

case study iofiPraktisee icommunity iniGreate iTubats iMunicipality”iUniversityiof Limpopo, 2014


iWITHiSPECIAL REFERENCE TO INDIA." Management Insight 11.1 (2015).

5. iBarcelona Panda “Surrogate Advertisements: India’s response towardsiInternationaliRegulations” (2011) PL

iApril S-12 Today

6. Nirav Halvadia, Dr. Vipul Patel & Shekha Patel, Shock Advertising And Its Impact,International Journal of Sales
& Marketing Management Research and Development(IJSMMRD), Voulme 1, Issue 1, August - September 2011,
Pp 30-36.

7. iDeepa Nathwanii“ImpactiofiSurrogateiAdvertising”Journal foriContemporaryiResearchiiniManagement iJuly


8. iTHE CABLE TELEVISION NETWORKSiRULES,1994(29th iSeptember,i1994)i(asiamended iupto 27.02.2009

Impact Factor(JCC): 3.7985 - This article can be downloaded from

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