Surrogate Advertising

A STUDY ON SURROGATE ADVERTISING BY SASWATA PAL
Title of the Project
SURROGATE ADVERTISING: Its

growth, impact & consumer
perception
Submitted by
Candidate: MR. SASWATA PAL
College: J. D. BIRLA INSTITUE

(DEPARTMENT OF
MANAGEMENT)
Roll No.: 045
Mentor: PROFESSOR ANUPAM

PURKAIT
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Date:
To,
The Controller of Examinations,
Jadavpur University,
Kolkata.
Respected Sir,
I, SASWATA PAL, take full ownership of this work, titled: SURROGATE
ADVERTISING: Its growth and consumer perception . All the references used are
well acknowledged in the Bibliography.
This Project Report is in partial fulfillment of the requirements of

Graduation Degree in Bachelors of Business Administration (Honours) from
Jadavpur University.
Yours sincerely,
Signature
Name: SASWATA PAL
Registration No.:
Roll No.: 045
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DECLARATION
I hereby declare the following:

The word count of the dissertation is 8351 words approximately.
The material contained in this dissertation is the end result of my own work. Due
acknowledgement has been given in the bibliography and references to all sources used
be they electronic, personal and printed. I am aware that my dissertation may be
submitted to a plagiarism detection service where it will be stored in a database and
compared against work submitted from this institute or from any other institute.
In the event that there is a high degree of similarity in content detected, further
investigations may lead to disciplinary actions including the cancellation of my degree
according to Jadavpur University rules and regulations.
I declare that the ethical issues have been considered, evaluated and appropriately
addressed in this research.
I agree to maintain an electronic copy or section of the dissertation to be placed on
the e-learning portal, if deemed appropriate, to allow future students the opportunity to
see examples of the past dissertations and to be able to print and download copies of they
so desire.
Signature:
Date:
Name:
Roll No.:
Batch:
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ABSTRACT
Surrogate advertising is done when the original product is not allowed to

advertise itself on mass media.In India, alcohol brands are not allowed to give
advertisements on television, so alcohol marketing firms use surrogate products
like mineral water, soda, juice to hit consumers with the brand name. The brand
name of the alcohol product is the same as the surrogate product. In the context
of Alcohol and tobacco marketing, the only way to succeed to present a
surrogate advertising which remind to regular users as well as creating curiosity
among non users.One essential function that surrogate advertising does is that of
brand recall and not necessarily an exercise in increasing sales. The product
shown in the advertisement is called the 'surrogate.' The surrogate could either
resemble the original product or could be a different product altogether, but using
the established brand of the original product. The sponsoring of sports/cultural/
leisure events and activities using a liquor brand name also falls in the category
of surrogate advertising. This paper critically examines the various factor of
surrogate advertising like evolution of surrogate advertising, their impact, and
emerging trends in surrogate advertising, increased awareness.It also studies the
continuously changing scene of different aspects of surrogate advertising.
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PG
SERIAL
TOPIC NO
NUMBER
.
1. INTRODUCTION
1.1. SURROGATE ADVERTISING-DEFINITION
NEED FOR STUDY 8
SCOPE OF WORK 10
PROBLEM IDENTIFICATION 11
11
RESEARCH OBJECTIVES
11
1.2. ORIGIN OF SURROGATE ADVERTISING
12
1.3. INDIAN SCENARIO
12
CHAPTE 1.4. CORPORATE STANDPOINT
14
1.5. COMPANIES FOLLOWING SURROGATE
R1 17
ADVERTISING 18
1.6. RECENT SURROGATE ADVERTISEMENTS 21
1.7. SURROGATE ADVERTISEMENTS AN 25
EMERGING TREND 27
1.8. ROLE IN CONSUMERS BUYING DECISION 28
1.9. PROS AND CONS 29
1.10. REGULATORY MEASURES 31
1.11. FEW CASES OF SURROGATE ADVERTISEMENTS
CHAPTE
R2 2.LITERATURE REVIEW 32
3. RESEARCH METHODOLOGY
34
3.1 TYPE OF STUDY
35
3.2 SOURCES OF DATA 35
CHAPTE 3.3 METHOD 35
R3 3.4 SAMPLING TECHNIQUE 35
3.5 SAMPLE SIZE 35
3.6 STATISTICAL TOOLS USED 36
CHAPTE 4. DATA ANALYSIS AND INTERPRETATION 37
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4.1 DEMOGRAPHIC PROFILE OF RESPONDENTS

4.2 MEDIA FROM WHICH ADVERTISEMENTS ARE
SEEN THE MOST
4.3 HOW OFTEN SURROGATES ARE SEEN AS
ADVERTISEMENTS. 38
4.4 AWARENESS OF SUCH ADVERTISEMENTS 39
BEING BANNED 40
4.5 DO YOU FEEL SUCH ADVERTISEMENTS SHOULD 41
BE BANNED 42
4.6 DO YOU THINK SUCH ADVERTISEMENTS ARE 43
REQUIRED 44
R4
4.7 DO YOU PURCHASE SURROGATE PRODUCTS 45
LIKE WATER, MUSIC 45
4.8 DO YOU RECALL THE ORIGINAL PRODUCT 46
AFTER THE SURROGATES ARE ADVERTISED ? 47
4.9 WHICH OF THESE BRANDS ARE SEEN THE
MOST
4.10 DO YOU THINK SURROGATE ADVERTISEMENTS
ARE ETHICAL
5. CONCLUSION 48
5.1 FINDINGS OF THE STUDY 49
CHAPTE
5.2 SUGGESTIONS 49
R6
5.3 LIMITATIONS 50
5.4 FUTURE SCOPE 51
CHAPTE 6. BIBLIOGRAPHY
52
R6
CHAPTE
7. QUESTIONARE 53
R7
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CHAPTER 1
INTRODUCTION
Advertising is a form of marketing communication used to promote or sell something;

usually a business's product or service. Advertising is to promote the sales of a product
or service and also to reach masses to inform about the product attributes. It is an
effective way of communicating the value of a product or service with large exposure to
target consumer. It uses different types of appeals to connect to consumers spread
across the globe. Virtually any medium can be used for advertising. Commercial
advertising media can include wall paintings, billboards, street furniture components,
printed flyers and rack cards, radio, cinema and television adverts, web banners,
mobile telephone screens, shopping carts, web popup, skywriting, bus stop benches,
human billboards and forehead advertising, magazines, newspapers, town criers, sides
of buses, banners attached to or sides of airplanes, in-flight advertisements on seat-
back tray tables or overhead storage bins, taxicab doors, roof mounts and passenger
screens, Musical stage shows, subway platforms and trains, elastic bands on
disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets,
shopping cart handles, the opening section of streaming audio and video, posters, and
the backs of event tickets and supermarket receipts. Any place an "identified" sponsor
pays to deliver their message through a medium is advertising.
1. Television This is the most common mode of advertisement. As we have

discussed earlier in the article, substitutes are used to portray the concerned
product. Advertisements of beverages are significant example of these.
2. Online advertising - This has become one of the widest medium for use after
the boom of technology and internet globally. Companies can find easy
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audiences here which fall in the potential target segments. This medium also
has advantages of low costs and more target customers effective reach.
Beverage Companies promote their products extensively through this medium
be it social networking platforms or community forums.
3. Billboard Advertising - In the outdoor world far from the silver screen of moving
images and sound, billboards are used for these types of advertisements. For
the brand to choose this way, they need to create strong brand identification
among consumers. Generally the name of the brand along with the image from
the TVC or the message are used which creates the immediate recall among the
consumers for the brand products if they are exposed to it earlier in one form or
the other.
4. Sponsorship of live events / shows / fests - Companies partner with music

concerts, live shows, college fests etc. for sponsorship to give their brands the
much needed visibility. Generally beverage is perceived as a youth oriented
product with that group forming a large part of its customer base. These types of
shows, concerts etc. are much more attractive to youth and are created keeping
their interests in mind. Tapping on that factor, companies sync their name with
these types of programs to give them the benefit of popularity or fame of the
product it associates with
After implementation of the Cable Television Networks Regulation Act - 1999, new
advertising appeal used by most liquor companies circumvented the ban by what
is called surrogate advertising. Literally Surrogate Advertising means using the
Brand Image of one product (i.e. legally Allowed-to-Promote), the companies
attempt to promote another product (i.e. legally Banned-to-Promote).
There are a numerous reasons for companies to restore themselves to such

advertisements. One of the most common among them is to circumvent a prohibition
by law in several countries on direct advertisements of particular products besides its
unhealthy.
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1.1 SURROGATE ADVERTISING: DEFINITION
The term 'surrogate' is defined a 'substitute' i.e. anything which takes place of other. It
can be a person, human, product etc. In case of surrogate advertising, a product is used
to advertise a certain different product. Especially products (for which direct advertising
on mass media is prohibited by the laws of land of most countries) are advertised with
use of substitutes like mineral water, soda, Mega cricket team clubs, friend clubs or
music CDs.
Advertising takes various shapes with level of surrogate advertisements varying from
country to country, people to people and product to product. In certain regions of the
globe, open advertisements of these products are allowed while some counterparts
imposing strict restrictions on them. The basic intention of these types of
advertisements is mainly to popularize the brand and create a slot of consideration
in the potential consumers
minds.
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1.1.1 NEED FOR THE STUDY
Surrogate resembles the original product or could be a different product altogether, but
using the established brand of the original product. The trend of such ads gathered
momentum with several medias around worldwide. As heated debates are going over
the issue of surrogate advertisements, whether it is needed or not, by doing the study
expects to throw light on the subject. Being these advertisements attracted criticism
from various people as they are not only mislead, but also false and dishonest in many
cases. And mainly concerned with knowing the knowledge of the public about surrogate
advertising.
1.1.2 SCOPE OF WORK

1. The study is conducted to explain the concept of surrogate advertisements.
2. To study the consumers' awareness towards surrogate advertisements.
3. To evaluate the influence of surrogate advertisement on consumers buying
decision.
4. To understand the consumer perception towards surrogate advertisements
and its products.
5. The study was conducted in the city of Kolkata for collecting information.
6. The study also helps companies to know the customer views and make appropriate
changes in their strategies to reach out to customers in a better way
1.1.3 PROBLEM IDENTIFICATION
Surrogate advertisements are an emerging trend, but the question is whether these
advertisements leave a positive impact on the consumers mind or negative or no
impact at all. So therefore it is important to know the detailed perception of consumers
when it comes to surrogate advertisements. The study will also help ad agencies like
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Ogilvy and mather ltd, JWT, Lowe Lintas to modify their campaigns and come up with
better strategies.
1.1.4 RESEARCH OBJECTIVES
1. How surrogate advertising became an emerging trend and its growth.
2. Consumers perception of such ads as to whether they are ethical or unethical.
3. Does such advertisements have any impact on consumers buying behavior.
4. Whether the liquor/tobacco companies are actually successful in establishing their

brands through surrogate advertisements.
5. To study the consumer awareness of surrogate advertising, as to whether they

actually know what is being advertised.
6. To know the media pattern through which companies are able to retain the brand
names through advertisements.
1.2 ORIGIN OF SURROGATE ADVERTISING
It is said that birth of surrogate advertising happened in Britain, where housewives

started protesting against liquor advertisements which provoked their husbands. The
protest rose to a level where liquor advertising had to be banned and brand owners
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seeing no way out decided to promote fruit juices and soda under the brand name; the
concept later emerged as surrogate advertisements.
"Surrogate advertising is a reflection of the hypocritical society that we live in. We consider
some products good enough to be sold but not good enough to be advertised. A marketer
has to sell his product, and will find means to promote it. I don't blame him."
- Pushpinder Singh, Senior Creative Director (O & M)
A surrogate advertisements is one in which a different product is promoted using an

already established brand name. Such advertisements or sponsorships help in
contribute to brand recall. The different product shown in the advertisement is called
the Surrogate. It could either resemble the original product or could be a different
product altogether, but using the established brand of the original 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 sponsoring of sports/cultural/leisure events and activities also falls under
the purview of surrogate advertising.
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1.3 INDIAN SCENARIO
The use of surrogate advertising in India can be traced back to 1995 when the Cable
Television Act 1995 was enforced which stated - "No advertisement shall be permitted
which promotes directly or indirectly, production, sale or consumption of cigarettes,
tobacco products, wine, alcohol, liquor or other intoxicants". This ban on advertising of
such products leads to the emergence of surrogate advertising in India in a big way.
Indian market was flooded by surrogate products of established brands of the so
called 'negative products' and their promotions.
By August 2002, the I&B Ministry had banned 12 advertisements and leading satellite
TV channels including Zee, Sony, STAR and AajTak were issued show cause notices
to explain their rationale behind carrying surrogate liquor advertisements. Product
advertising for liquor and cigarette companies is banned in the country since 1995 by
Cable Television Network (Regulation) Act. According to Rule 7 (2) of the Act, no
broadcaster is permitted to show advertisement which promotes directly or indirectly
promotion, sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor or
other intoxicants, infant milk substitution, feeding bottle or infant food. This ban is now
likely to be extended to advertising of extended brands.
In June 2002, the Indian Information and Broadcasting (I&B) Ministry served notices to
leading television broadcasters to ban the telecast of two surrogate ads of liquor brands
McDowell No.1 and Gilbeys Green Label. The Ministry also put some other brands ---
Smirnoff Vodka, Haywards 5000, Royal Challenge Whiskey and kingfisher beer on a
watch list. A market survey in 2001 revealed that advertising has a direct influence on the
consumption habits of 431 million people in India and an indirect impact on 275 million
`aspirants' from the lower income group. Considering this and realizing that nearly 50 per
cent of the television owners have access to cable channels, there is no doubt that the
hidden call for alcohol consumption behind the surrogate advertisements is not escaping
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the eyes of viewers in the world's fourth highest liquor-consuming country. The very
purpose of banning liquor advertisements is defeated by surrogate
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advertising. Answering to the notices, Zee and STAR stopped telecasting the
advertisements, followed soon by AajTak and Sony.
In addition, the I&B Ministry hired a private monitoring agency to keep a watch on all
the advertisements for violation of the Act. These developments led to heated debates
over the issue of surrogate advertising by liquor companies being allowed on national
media. Though the companies involved came out strongly against the I&B Ministrys
decision, they seemed to have no other choice, given the highly regulated nature of the
liquor business.
Liquor producers spent heavily on advertising on the electronic media, particularly TV.
Though the broadcasters were bound by the 30 yrs old advertising code, which stated
that No advertisements shall be permitted which relates to or promotes cigarettes and
tobacco products, liquor, wines and other intoxicants, the telecast of such product
continued blatantly over the years. More over the satellite channels garnered about 50%
of their revenue from liquor and cigarettes advertisements. In the peak seasoned it gets
almost doubled. Due to the ban, liquor companies focused more on promotions for
brand building. They started sponsoring events that projected the glamour of the
brands, like track racing, car rallies etc. for instance Shaw Wallace Co. one of the
leading liquor companies in India, conducted the Royal Challenge Invitation Golf
tournament, which became an annual event. Some companies also promoted their
product through corporate advertising, distributing free gifts like Caps and T- Shirts with
the brand name and using glow-signs outside the retail outlets.
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1.4 THE CORPORATE STANDPOINT
The industry segment has its own standpoint in defense. The liquor lobby claims that
everything is in accordance to the Government regulations. "If a brand has equity, why
shouldn't it be allowed to advertise? Also, brand extension is an industry practice
adopted by different product categories," comments Alok Gupta of UB group. "When we
advertise our products, we follow all the guidelines," declares president, sales &
marketing, RadicoKhaitan. They clarify that they have stopped showing liquor
advertisements and they are free to use the brand name for any other products. Even
the Confederation of Indian Alcoholic Beverages Companies (CIABC) advertising code
maintains that advertisement of products (real brand extensions) by the liquor industry
must be allowed.
From a layman's point of view, their claims seem to be justified. But this is a clear
example of taking advantage of the loopholes. There is a point to ponder. When they
have stopped showing liquor advertisements, why the same brand name and logo is
used to promote products like cassettes & CDs or mineral water? They could have
assigned different brand names. It seems they have a hidden agenda of highlighting
the liquor or tobacco brand.
A similar tussle over the issue of surrogate advertisements in politics was raised in April
2004 on the eve of LokSabha elections. Complaints of slanderous and offensive
advertisements were raised by two major political parties - BJP and Congress against
each other. The issue became so serious that the Supreme Court had to interfere in
this affair. Finally on 13 April 2004, the Court gave a verdict to curb smear
advertisements on electronic media. By appointing Election Commission as referee, the
court has tried to put an end to surrogate advertising in politics.
According to the Cable Act under the ministry of information and broadcasting,- "no
broadcaster is permitted to show an advertisement which promotes directly or indirectly,
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sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor or other

intoxicants..."
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Now a new clause has been added under the act stating that "any advertisement for a
product that uses a brand name which is also used for cigarette, tobacco product, wine,
alcohol, liquor or any other intoxicant will not be permitted". Finally, in April 2005, the
ministry resorted to a ban on surrogate advertisements of liquor and tobacco products
on television.
After this directive, the surrogate advertisements are seldom shown on television.
Now the companies will have to reframe their policies. But who will take care of print
and outdoor media is not certain.
According to ASCI (Advertising Standards Council of India), surrogate
advertisements are harmful. Now it will be up to the ASCI to take up the matter with
the respective companies.
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1.5 COMPANIES FOLLOWING SURROGATE ADVERTISING
Category Brands Surrogates
Seagrams Music
McDowells Water and Soda

Bagpiper Water, Soda and Music CDs
Red and White Bravery Awards
Bacardi Music
Alcohol Kingfisher Mineral Water & Calendar

White Mischief Holidays
Imperial Blue Cassettes & CDs
Smirnoff Vodka Fruit Juices
Royal Challenge Golf Tournament
Rajnigandha Kesar Pan Masala
Goa Gutka Pan Masala
Pan Parag Pan Masala
Tobacco Manikchand Filmfare Awards

Chainikhaini Pan Masala
Pataka 502 Pataka 502 tea
Gopal Zarda Gopal Supari
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Red And White Bravery Award Ceremon
Gold Flake Tennis Tournament
Cigarette Wills Lifestyle India Fashion Week, Lifestyle
Four Square White Water Rafting & Gliding
Charms Audio Casettes & CDs

Table 1: Brands and
Surrogates
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1.6 RECENT SURROGATE ADVERTISEMENTS
Officers Choice is the leading and well-known brand in whisky market. Actually
this brand is advertised by showing mineral water and soda, but all people can know
what intention of that advertisement is. It shown that 'OC' is the brand of officers and
for dynamic people
Year Sales (in million cases)
2009 11.1
2010 11.6
2011 16.5
2012 18.1
2013 23.8
2014 28.4
2015 34
2016 36
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Table 2 : Sales of Officers Choice
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Royal Challenge: Some cricketers are shown in this advertisement, at the
same time music is played. At the end of advertisement brand name 'Royal
Challenge' is displayed in bold letters with very small 'Music CDs'. It was also
advertised with the help of mineral water.

2003 0.85
2006 1.1
2007 1.2
2008 1.3
2010 1.2
2011 1.4
2012 1.7
Table 3: Sales of Royal Challenge

IMPERIAL BLUE: Men will be Men Ad
200 1.1
2
200 2.5
6
200 3.1
7
200 3.8
8
200 4.8
9
201 6.1
0
2011 7.2
201 8.8
2
Royal Stag: It is well known as 'RS'. Instead of advertising whisky,
manufacturer had shown Music CD and Mega Cricket in the advertisement with
theme "Make it Large". But people never try to purchase these products. They
always know that Royal Stag means whisky.

2004 3
2006 4.2
2007 5.6
2008 6.8
2009 8.4
2010 10.4
2011 12.5
2012 14
2013 14.8
2014 16.1
Table 5: Sales of Royal Stag

1.7 SURROGATE ADVERTISING: EMERGING TREND
A recent series of hoardings led me to delve into a very unique trend specific to Indian
advertising Surrogate advertising a trend which is fast catching up and has suddenly
attracted a lot of innovative and creative brains around the country. Reason? On one hand,
the govt cannot allow public advertising of liquor companies. But ironically, liquor and
cigarette sales are the biggest revenue generators in terms of taxes and duties on these
items. Thats why an overt acceptance of the marketing in these sectors is not legally
acceptable. This has led to one of the biggest ironies of the country
Sales of these items are not banned, yet advertising on the same has strictly been
prohibited!
Talking about the market size and the different segments would not be pertinent to the
discussion (for the records, it is more than 100 million cases in India). But what is the
significance of this trend vis--vis the entry points for new players and sustainability of
existing ones? Multinationals which would like to explore the Indian markets find the
double-faced attitude of the government as an impediment to their ventures. Since no
policy has been formalized in this regard, foreign companies continue to be skeptical about
their entry. Domestically, it has led to innovative ways and methods of spending on
different media for Advertising from the companies, where companies do more of a brand
building exercise than direct advertising. Be it promotions for brand building, or sponsoring
events that can be mapped with the showbiz and glamour of the brand, advertisers
dont leave many avenues to enhance their visibility. The rule says Advertisements which
lead to sale, consumption and promotion of liquor should not be allowed. So, in Surrogate
Marketing, a product which is different from the main product is advertised, and has the
same brand name as the main product. The product is called as surrogate and
advertising through this channel is called Surrogate Advertising! It may include CDs,
water, clothing, Apple juice, fashion accessories, sports goods or even events sponsoring!
These gimmicks, in turn, help the consumers build a strong equity of the parent brand, and
with the enhanced visibility, the equity of the brand would definitely become higher! Liquor
companies were forced to look at innovative
ways of building their brands. With an objective of enhancing brand recall, companies
either engage into surrogate advertising or displaying socially responsible
messages. Again, out of the two viable options for Advertising, Surrogate Advertising
has been surrounded by controversies and legalities for a long time. There is no clear
policy from the government for obvious reasons and companies do not want to risk their
investments on Ads, which might not be screened after a while. So, a safer choice
available where companies can exercise their grey cells is advertising socially
responsible messages.
What are the other practices companies are looking at?
(a) Companies are getting involved in Sponsorships of events and have launched
their own awards for bravery or lifetime achievements!
(b) Internet advertising has become a lucrative area which has so far not been
delved into. The medium holds a lot of potential to enhance visibility, and
companies have lately realized that.
(c) Catchy jingles have become the norm of the day to ensure that their brands
have a high brand recall.
(d) With restrictions in other marketing elements in terms of pricing and
distribution, companies have ventured into another important element
Packaging. Innovative packaging makes their brands stand out of the clutter,
and most of the Multinationals are revisiting this element in their brand
portfolio.
Though the industry is not healthy for the young consumers, some processes and laws
need to be formalized and established in the system. Else, innovative workarounds
and arm-twisting of laws would be the norm of the day for the entire liquor industry!
1.8 SURROGATE AD: ROLE IN CONSUMER BUYING
DECISION
Generally advertisements which showcase the product in a different prospective and

highlights the attributes as never been seen before retain the customer share of mind.
But there is catch in the case of surrogate advertisements. Here the product is
prohibited to be shown- its attributes or features to be portrayed are near to impossible.
Their role in impacting the consumer buying decision should be subsequently limited but
surprisingly, it is found that they have a higher role in impacting consumer purchase
decisions as compared to general products advertisement owing largely to viewers
interest and sense of capturing the message. This fact is also supported by numbers. It
is seen that company investing heavily in surrogate advertisements are witnessing more
sales rates as compared to those investing none or comparatively less. You will be
surprised to know advertising budget of beverage companies stretches in the ranges of
hundreds of millions of dollars per annum. The only reason understood of investing
such high sums is the fact of the recovery through this in the coming future. After all its
a 60000 crore plus revenue generating market. Surrogate marketing is not a bad way of
marketing or illegal marketing. It is just the more creative way if marketing that shows
the product even without revealing it. Opportunities are hidden everywhere just like the
products in surrogate advertisements.
1.9 PROS AND CONS OF SURROGATE ADVERTISING
ADVANTAGES
1. Companies have to spend substantial amount of money for marketing their

products. Surrogate advertising to a great extent saves companies from huge
expenditure and thus increase the profit margins.
2. Surrogate advertising is very much beneficial for domestic players, it not only limits
the entry of various MNCs but also creates problem for new entrants in brand
building.
3. Ban on advertisement reduces competition to a great extent.
DISADVANTAGES
1. As per ASCI, surrogate advertising is harmful; there is no logic why the brand
name of the banned product shall be used for products like mineral water. It
clearly indicates misusing the loopholes.
2. The ban severely affects the sale of banned products
3. Ban also results in loss of revenues of TV channels and other media.
1.10 REGULATORY MEASURES
Surrogate advertisements are not only misleading, but also false and dishonest in
many cases. With surrogate advertising so widespread, this is the moment to tackle the
problem head-on.
There should be stringent regulatory measures to curb the practice, such as:
1. Making transparent laws banning surrogate advertisements for different
product under a single brand name, by amending the Trade Marks Act, for
instance.
2. Providing teeth to the Advertising Standards Council of India to enable it take

action against false and misleading advertisements, and keep a close vigil over
clever evasion of the law.
3. Asking the electronic and print media to adhere to the advertisement codes
and not encourages surrogate advertisements.
4. Calling on the ASCI address complaints received from consumers against
surrogate advertisements and take appropriate actions immediately.
5. Creating a consumer awareness program to help people understand the
negative impact of surrogate advertisements.
6. Adopting strict laws to penalize those companies featuring surrogate
advertisements without any real existence of the product.
7. Requiring advertising agencies to have full knowledge of the products

under the same brand for which they are promoting advertisements, and
taking legal actions against those agencies which design surrogate
advertisements.
1.11 FEW CASES OF SURROGATE ADVERTISEMENTS
1)Anbumani Ramadoss, Ex-Union Health Minister had challenged the name of the
Bangalore Indian Premier League (IPL) cricket team, "Royal Challengers", which 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. In the aforementioned matter the bench observed in a lighter vein alluding
to the fact that a name wouldnt 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.
2) A television commercial featuring from the sport of cricket, ace spinner

Harbhajan Singh for Royal Stag having a tagline its your life. Make it large and
Indian cricket team captain M.S Dhoni for United Spirits having tagline The No.1
spirit of Leadership, has stirred a controversy between the Indian cricketers
Harbhajan Singh and M.S Dhoni because of a rare case of a spoof in surrogate
advertising.
3) In October, 2010 the Royal Stag ad showed the Indian spinner opening not to
work in his fathers ball bearing factory and focus on cricket instead. At the end
he asks the viewers with his achievement if he has made it large in life. In
addition to this, recently McDowells No.1 Platinum commercial shows a
Harbhajan look-alike making ball bearings of the size of the gym balls at his
fathers factory, asking have I made it large, only to get slapped by his father for
creating very large gym balls and for being incompetent. Then it shows Dhoni
saying Forget large and do something different.
4) In view of the above, Harbhajan through his lawyers on July 18, 2011 served a
legal notice to Vijay Mallyas UB Spirits for a television commercial for
McDowells No.1 Platinum, where the notice claimed that commercial shows
Indian skipper Dhoni mocking him, his family and the Sikh community, and for
which an unconditional public apology to Harbhajan family in all widely read
newspapers as well as television channels prominently and withdrawal of the
commercial within three days of receiving it was asked. Further a compensation
of Rs.1 Lakh to the cricketers family towards the cost of notice was also asked.
5) Seagram, Indias largest multinational player in the spirits business had been
operating across the entire wine and spirits spectrum in India since 1995. It had
generated consumer pull through effective advertising. With Indias entry into
the World Trade Organization in 2001, the decision to open up the sector for
imports and subsequent restructuring in 2002-03 led to intensification of
competition in the industry. This battle at the marketplace was further fuelled by
anticipation of a steep fall in sales due to ban on liquor advertising.
In November 2004, Seagram India was revisiting its marketing communications plans.
With the aim of achieving greater market presence, it was developing its marketing
communication strategy to achieve differentiation and competitive edge in the market.
The company was exploring the emphasis on sales promotion rather than advertising
to achieve that end.
1.12 LEGAL CASES AGAINST SURROGATE ADVERTISING:
Monopolies and Restrictive Trade Practices Commission in Re: McDowell and Co.
Ltd. Vs unknown on 7th February, 1997.Bench; S ChakravarthyJudgement ;
S.Chakarvarthy, Member ---The instant case enquiry with an advertisement that
appeared at page 66 in The Illustrated weekly of India of date November 23,
1986.McDowell and Co. (hereinafter referred to as respondent).The advertisement
depicts a bottle on which is engraved McDowells Diplomat Colgne. The same
advertisement carries the picture of Ms. Dimple Kapadia, a film actress. Underneath
the picture is the caption what makes him my choice is his choiceDiplomat. The
commission came to prima facie view that the said advertisement though apparently
refers to colgne, leaves a misleading impression on the readers that the message is
in regard to the good quality and usefulness of whisky manufactured by it under the
brand name Diplomat.
United Breweries Limited Vs Mumbai Grahak Panchayat on 4 September,

2006.Equivalent citations: I (2007) CPJ 102 NC---Mumbai Grahak Panchayat
filed a complaint against appellant as well as Western Railway for having
adopted unfair trade practices in prominently displaying/exhibiting false,
misleading and surrogate liquor advertisements on the coaches of the Western
Railway trains and to seek discontinuance of the same along with corrective
advertising by the United Breweries Limited to neutralize the effect of said
advertising & punitive damage. The description matches with the Bagpiper
Whiskey and not Bagpiper Soda. There was no Bagpiper soda available in the
market.
CHAPTER 2
LITERATURE REVIEW
The basic question that needs to be answered is whether advertising make any
material impact in the sales of alcohol or tobacco products. Kent M. Lancaster
and Alyse R. Lancaster disregard that there is any difference in sales of tobacco
and alcohol related products with or without advertising. They examined most of
the published evidence worldwide on the effects of overall advertising and of
advertising bans on aggregate demand of cigarette and tobacco products. Based
on their exhaustive research they argued that partial bans on advertising are
likely to have a very little or no impact on the consumption of such products, the
reason being a complete ban in advertising of such products itself did not had
any impact on sales or aggregate demand of these products. Surrogate
advertising is an issue which needs to be understood with respect to Indias legal
and ethical environments of Promotions.
ParulekarAjitArun (2005), in his paper examines the impact of surrogate

advertising of alcohol brands on their brand equity. The purpose of the study
was masked through the experimental design in order to minimize manipulation
effects. In the main study, subjects were sequentially exposed to television ads,
one ad at a time,of the 20 brands used in the pre-test. The findings of the paper
support the notion that brand equity will be least affected in consumers with prior
consumption experience, ad exposure or brand knowledge of the alcohol brand.
Dr. S. G. KhawasPatil and Laxmikant S. Hurne (2011), studied the effectiveness

of surrogate advertising and found few whisky brands are powerful in the market
like Royal Stag / Officers Choice / McDowells as their advertisements are more
creative and powerful. According to the paper maximum respondents got the
intention behind surrogate advertisements, i.e., to advertise liquor, whisky
products. It means surrogate advertisements are effective in targeting their
customers. Surrogate advertisement is a successful strategy because maximum
respondents are changing their purchase decisions.
Mehta (2003) is of the opinion that Surrogate advertising is not only misleading,
but also presents false and dishonest information in many cases. It has a very
negative effect on the markets as a whole. With so much widespread of
surrogate advertising and its ill effects, its time to tackle the problem and
stringent regulatory measures should be in place to curb such practice.
Chander and Sharma (2006), tried to study the perception of people towards
surrogate advertising by using a statistical tool factor analysis. The results of
their research were surprising as they found out that the in general, the
perceptions that govern the attitude of people towards these advertisements is
much on the negative side rather than being on the positive side. They neither
liked the advertisements nor the favoured them. A large proportion of the
respondents felt that surrogate advertising is anti social as it tries to promote the
product that is generally considered as harmful for the society, it promotes wrong
impressions and tries to fool the customer insulting customer intelligence, leads
to moral degradation and is deceptive. However a few respondents took
surrogate advertisements as a way of fair practice, entertaining and associated it
with modern life style. A set of respondents were completely unaware of the
phenomena of surrogate advertising while a few others were confused about the
same. This research led to the conclusion that whatsoever may be the positive
perceptions revealed, still a lot of people perceived surrogate advertising as
negative, unethical and immoral.
CHAPTER 3
3. RESEARCH METHODOLOGY
A plan of data collection, data analysis was formulated after the objective of the
project was defined. Decisions were taken on data collection, sampling tools,
research tools. Research is essentially a systematic enquiry seeking facts
through objective verifiable methods in order to discover the relationship among
them to deduce from them broad principles of law.
3.1 TYPE OF STUDY

The descriptive research design is used for analyzing and studying Surrogate
Advertising. It is very simple & more specific than explanatory study.
The descriptive study is a fact finding investigation with adequate interpretation. The
descriptive study aims at identifying the various characteristics of a problem under
study. It reveals potential relationships between variables and also setting the stage
for further investigation later. The results of such research are not usually useful for
decision making by them, but they can provide significant insight into a given situation.
Although the results of qualitative research can give some indication as to the why,
how and when something occurs, it cannot tell us how often or how many.
The study also includes surveys and fact enquiry of different kinds. As the
research conducted was observatory there was a questionnaire and hence
sample size or data interpretation was done.

3.2 SOURCES OF DATA
1. Primary data: The primary data was collected using a Questionnaire in google
forms in the city of Kolkata.
2. Secondary data: The secondary data was collected from research papers,
articles, journals.
3.3 METHOD
The research is done through a survey using google forms. The link to primary
data collection is given in the bibliography. It was done in the form of a
questionnaire with approx 12 multiple choice questions. It was held in the city of
Kolkata.
4.4 SAMPLING TECHNIQUE
Probability sampling was adopted to conduct the survey. It is a
a sampling technique wherein the samples are gathered in a process that gives
all the individuals in the population equal chances of being selected. Individuals
were selected on the basis of ease of access therefore random and
convenience sampling were carried out for collecting primary data.
4.5 SAMPLE SIZE
Approximately around 40 individuals were interviewed through google forms.
They varied in demographics and gender.

4.6 STATISTICAL TOOLS USED FOR ANALYSING THE DATA
1. Pie charts
2. Bar Graphs
3. Simple tabulations.
4. Percentage analysis in pie charts and tabulations.
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
4.1 Demographic profile of respondents

AGE
Age No. of Percentage

respondents
5 20 10 20%
20 30 24 60%
30 40 8 15%
40 and above 2 5%
Total 40 100
GENDER
4.2 MEDIA FROM WHICH ADVERTISEMENTS ARE SEEN
THE MOST.
Media No. of Respondents Percentage

Television 23 52.9
Print media 2 5.9
Internet 12 26.5
Mobile 3 14.7
TOTAL 40 100
INTERPRETATION: Here we see that majority of the

respondents that is 52% watch advertisements through
Television and then comes internet and mobile and print
media follows.
4.3 HOW OFTEN SURROGATE PRODUCTS ARE SEEN AS

ADVERTISEMENTS.
No. of Respondents Percentage
Regular 13 34%
Occasional 11 28%
Rare 9 24%
Never seen 2 6%
Dont Remember 1 4%
TOTAL 40 100
INTERPRETATION: Here we see that advertisements of

surrogate products are seen very often by most of the
respondents. Very few people has not seen or dont
remember advertisements related to surrogate
advertisements.
4.4 AWARENESS OF SUCH ADVERTISEMENTS BEING

BANNED IN INDIA
No. of Respondents Percentage
Yes 17 44
No 22 56
TOTAL 40 100
INTERPRETATION: This report shows that people are not

really aware of surrogate advertisements. In this pie chart
we see that more than 50% of the respondents are not really
aware that such direct advertisements are banned in India.
4.5 DO YOU FEEL SUCH ADVERTISEMENTS SHOULD BE
BANNED IN INDIA
INTERPRETATION: From this pie chart we see that majority

agrees that surrogate advertisements should not be banned.
A very small proportion of the respondents agree that they
should be and approx 20% are not sure.
4.6 DO YOU THINK SUCH ADVERTISEMENTS ARE
REQUIRED IN INDIA ?
INTERPRETATION: A majority are not sure. However a

larger proportion of respondents agree that such
advertisements are required.
4.6 DO YOU PURCHASE SURROGATE PRODUCTS LIKE
WATER, MUSIC CDS, CLUB GLASSES AFTER THEY ARE
ADVERTISED ?
INTERPRETATION: Here we see that a majority do not

really purchase surrogate products. Therefore we can say
that surrogate advertising does really affect the sales of
surrogate products. But this is not entirely true as we see
that 20% do purchase surrogate products.
4.7 DO YOU RECALL THE ORIGINAL PRODUCT AFTER THE

SURROGATES ARE ADVERTISED ?
INTERPRETATION: Here we see that 30% of the
respondents do not recall the original products. More than
40% do recall the original products and still 27% are not
sure. It shows that surrogate advertisements are not that
effective as it should be.
4.8 WHICH OF THESE BRANDS ARE SEEN THE MOST

WHEN IT COMES TO SURROGATE ADVERTISING ?
INTERPRETATION: We see that McDowells is the one that
is the respondents are more familiar with. Kingfisher follows
and then officers choice. Approx 12% of the respondents are
familiar with the brand Royal Challenge.
4.8 DO YOU THINK SURROGATE ADVERTISEMENTS ARE
ETHICAL ?
INTERPRETATION: - A majority agrees that surrogate

advertisements are ethical. However there is also a chunk
that disagrees to this. Also few are not really sure.
CHAPTER 6
CONCLUSION
Surrogate advertising is basically duplicating the brand image of a particular
product and then promoting a different product of the same brand. Ban on
advertising of alcohol, cigarettes, tobacco products gave rise to the concept
of surrogate advertising in India. It has become an ethical issue and has
emerged as a loophole challenge over government rules. Though this
upcoming trend is not healthy for the young consumers & others in the
interest of the health of the community; Surrogate ads have proven
themselves a strapping& successful marketing strategy for the forbidden
goods today.
Surrogate Advertising has been a powerful medium through which a

particular brand reaches to its consumers. Although the original products
have not been advertised on the television, still these brands enjoy a higher
sales volume each and every year. The trend followed by such ads could
prove to be boon for big and established players as they result in higher
brand recall value, thereby helping them to push their banned products
further. Thus, surrogate advertising has played a vibrant role for these
brands to sustain in the market even after banning the advertisements of
their original products. With government now enforcing ban on surrogate
advertisements, companies are turning to event sponsorship, event
organizing, corporate films and more and more innovative integrated
marketing communications strategies
Literature review reveals that banning of advertising of alcohol, tobacco

products by central government made companies resort to advertise them
using other products with same brand name leading to surrogate advertising.
Ethical concerns and issues should be addressed. Challenges of surrogate
advertisement as for ethical business practice is that one should not mislead
consumers, especially young generation to lean towards drinking alcohol,
cigarettes. Surrogate advertisements are considered ethical/unethical by
people is known.
This study was conducted to know the knowledge and perception of

customers about surrogate advertisements in the city of Kolkata and
analyses the factors for knowing the surrogate advertisement have any
impact on the consumers buying behavior for buy the surrogate products. It
got understood surrogate advertisements are only successful in creating
brand recall of the hidden product in the advertisement. People do not get
much influenced by these products advertisements while making their
purchase, they just remind the brand existence. During the study, a sample
of 40 respondents approx were analyzed the knowledge of customer, their
preferences and knowledge. The data was collected by questionnaire
method. The knowledge and awareness level is low, the main reason for not
knowing about most of surrogate advertisements are they are not exposed to
see that many times.
6.1 FINDINGS OF THE STUDY
1. To explain the concept of surrogate advertisements and how it
became an emerging trend.
This study gives a thorough and detailed explanation of the concept of
surrogate advertising with the help of the secondary data where the basic
concept, its existence in Indian market, emergence and companies using
surrogate advertisements, legal cases, ethical concerns are stated with a
clear description.
2. To study the consumers' awareness towards surrogate

advertisements.
The study identifies that some of the respondents were not aware of the
concept earlier, but the questionnaire has enabled them to understand the
concept, while some of the respondents were aware of the concept earlier
itself. From analysis of questionnaire it is found that even though consumers
lack the level of awareness, they are familiar with the concept of surrogate
advertising.
3. To evaluate the influence of surrogate advertisement on

consumers buying decision.
By analyzing the primary data it is known that surrogate ads are successful
in creating brand recall of the hidden product in the advertisement and it is
understood that these ads induce customers to buy the original banned
product which shows that the ads are effective. Surrogate ads need to be
telecasted regularly through the media of TV to have an impact and create a
set in the minds of consumer.
4. To understand the consumer perception towards surrogate

advertisements and its products with respect to ethicality.
Questionnaire consisted of question where respondents were asked their
opinion on surrogate advertisements (if they are ethical/unethical/should be
banned) and it is concluded that majority of the respondents view surrogate
advertisements as ethical practices and disagree that they should be
banned. Also the literature review gives a detailed idea.
5. To know whether the liquor companies are successful in

establishing their brands and the most effective media pattern of
such advertisements.
Dr. S. G. KhawasPatils study in the literature review states that surrogate
advertising has a positive impact when it comes to sales of alcohol. Also the
primary data shows that most of the respondents recall the original product
when surrogates are advertised. Therefore it is concluded that surrogate
advertisements have a positive correlation with sales.
6.2SUGGESTIONS
Frequency of surrogate advertisement is less. So, companies should
increase frequency for more effectiveness.
Public has negative perception towards surrogate ads as they are
considered unethical, so companies have to find a way to reverse
their view to positive.
Creating a consumer awareness programs to give them required
knowledge.
There is nothing illegal in promoting of such products in the society
provided that the marketer doesnt violate the rules and regulations
of the government framed in the interest of the general public.
The intention of marketers should be to promote their banned products
but not to harm the health of its consumers.
Effective surrogative ads can have a great impact on sales. Therefore
companies should focus more to good advertising strategies.
6.3 LIMITATIONS OF THE STUDY
Study is restricted to the geographical limits of Kolkata. Limited period of survey
and limited sample size (40). There were few responses which were vague or not
answered at all to get complete and accurate information required for the study.
Latest sales figures of various brands could not be arranged due to lack of
resources.
6.4 FUTURE SCOPE
There is a wide scope for future research on surrogate advertising, the
research could be carried out as a comparative study analysis in the Indian
context and perception of images that the viewers have while watching the
television ads of these banned products and also how surrogate
7 advertisements has made the viewers to persuade in consuming these.

This study opens up new ground for further study. This study concentrates on
basic awareness and perception of consumer on surrogate Ads. Studies can be
done with main area of focus on ethical concerns of surrogate advertising, its
positive and negative effects to the society.
BIBLIOGRAPHY
WEB REFERENCES
1. http://www.academia.edu/16499143/
SURROGATE_ADVERTISING_THE_AWARENESS_AND_DOES_IT_HELPS_TO_PRO
MOTE_CORE_PRODUCT_ITSELF_IN_INDIAN_CONTEXT
http://www.mbaskool.com/business-articles/marketing/14340-surrogate-
advertising-hidden-yet-visible-products.html
http://www.ukessays.com/essays/marketing/surrogate-advertising-and-its-
impact-on-the-mind-marketing-essay.php
http://www.slideshare.net/shampm88/a-project-report-on-the-impact-of-
surrogate-advertisement-in-surrogate-products-at-ogilvy-mather
https://en.wikipedia.org/wiki/Surrogate_advertising
http://www.indianmba.com/faculty_column/fc266/fc266.html
http://www.thehindubusinessline.com/2003/05/23/stories/200305230009090
0.htML
BOOKS REFERRED
George E. Belch & Michael A. Belch (2010) .Advertising & Promotion An

Integrated Marketing Communications Perspective. 7thEdition.
Philip Kotler ,Kevin Lane Keller.(2006). Marketing Management.Pearson

Education. 12thEdition.
Malhotra.N.K..(2006).Marketing Research: An Applied Orientation. Pearson

Education.4th edition.
Wells, Moriarty & Burnett .Advertising principles & practice.7thEdition. pg 59

88.
JOURNALS REFERRED
1. Dr. S. G. Khawas Patil. Laxmikant S. Hurne. (2011).Surrogate
advertising: A Successful Marketing Strategy for Liquor, Whisky
products.Indian Streams Research Journal.Vol-I , Issue-V.June.
2. Dahiya, Ms Kirti Singh, and Ms Kirti Miglani.(2013).Emergence of

surrogate advertisements. Arthprabandh: A Journal of Economics and
Management.vol-2.Issue No: 10.
3. Choudhary. Shweta.(2014).Surrogate Advertising: Hard Products

Promoted Softly.Global Academic Research Journal.vol-2.Issue-X.
4. Kotni.Devi Prasad VV.(2011).The Banned Surrogate Marketing As

Brand-New Brand Extension Advertising.Vol-2.Issue-4.
5. Suryavanshi.Seema A.(2013).The Study Of Advertising with an Indian

Perspective. Indian Journal Of Applied Research.Vol-3.Issue-10.
6. Varalaxmi T. ,An Empirical Study on Surrogate Advertisements: A

pioneering trend The International Journal of Management, Vol. 2,
Issue: 1;Jan, 2013; ISSN 2277-5846.
7. Mehta, S. Pradeep. Surrogate Advertising- Needed, A Spirited Attack.

The Hindu Business Line. May 23, 2005
QUESTIONARE
Survey on consumers perception of surrogate advertising
Top of Form
YOUR NAME
AGE
o 5 - 10
o 10 - 15
o 15 - 20
o 20 - 25
o 25 - 30
o 30 - 35
o 35 - 40
o 40 - 45
GENDER
o Male
o Female
o Prefer not to say
MEDIA FROM WHICH ADVERTISEMENTS ARE SEEN THE MOST
o TELEVISION
o INTERNET
o PRINT MEDIA
o MOBILE
HOW OFTEN SURROGATE PRODUCTS ARE SEEN AS ADVERTISEMENTS
o RARE
o REGULAR
o OCCASIONAL
o NEVER SEEN
o DONT REMEMBER
AWARENESS OF SUCH ADVERTISEMENTS BEING BANNED IN INDIA
o YES
o NO
DO YOU FEEL SUCH ADVERTISEMENTS SHOULD BE BANNED IN INDIA ?
o Yes
o No
o Maybe
DO YOU THINK SUCH ADVERTISEMENTS ARE REQUIRED IN INDIA ?
o Yes
o No
o Maybe
HOW FAR DO YOU AGREE THAT THESE ADVERTISEMENTS SHOULD BE

BANNED ?
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree
DO YOU PURCHASE SURROGATE PRODUCTS LIKE WATER, MUSIC CDS, CLUB

GLASSES AFTER THEY ARE ADVERTISED ?
o Yes
o No
o Maybe
DO YOU RECALL THE ORIGINAL PRODUCT AFTER THE SURROGATES ARE

ADVERTISED ?
o Yes
o No
o Maybe
WHAT IS YOUR PERCEPTION ABOUT SUCH ADVERTISEMENTS ?

o ENTERTAINING
o BORING
o INTERESTING
o DONT CARE
o FUNNY
o DISTURBING
o MISGUIDING
WHICH PRODUCT CATEGORY HAS THE MAXIMUM FREQUENCY OF ADS ?
o ALCOHOL
o PAN MASALA
o CIGARETTES
DO YOU THINK SURROGATE ADVERTISEMENTS ARE ETHICAL ?
o Yes
o No
o Maybe
WHICH OF THESE BRANDS IARE SEEN THE MOST WHEN IT COMES TO

SURROGATE ADVERTISING ?
o RAJNIGANDHA
o KINGFISHER
o ROYAL CHALLENGE
o IMPERIAL BLUE
o OFFICERS CHOICE
o MCDOWELL'S

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A STUDY ON SURROGATE ADVERTISING BY SASWATA PAL

Title of the Project

SURROGATE ADVERTISING: Its

Candidate: MR. SASWATA PAL

College: J. D. BIRLA INSTITUE

Roll No.: 045

Mentor: PROFESSOR ANUPAM

This Project Report is in partial fulfillment of the requirements of

I hereby declare the following:

Surrogate advertising is done when the original product is not allowed to

4.1 DEMOGRAPHIC PROFILE OF RESPONDENTS

Advertising is a form of marketing communication used to promote or sell something;

1. Television This is the most common mode of advertisement. As we have

4. Sponsorship of live events / shows / fests - Companies partner with music

There are a numerous reasons for companies to restore themselves to such

1.1 SURROGATE ADVERTISING: DEFINITION

1.1.1 NEED FOR THE STUDY

1.1.2 SCOPE OF WORK

and its products.

1.1.3 PROBLEM IDENTIFICATION

1.1.4 RESEARCH OBJECTIVES

1. How surrogate advertising became an emerging trend and its growth.

2. Consumers perception of such ads as to whether they are ethical or unethical.

3. Does such advertisements have any impact on consumers buying behavior.

4. Whether the liquor/tobacco companies are actually successful in establishing their

5. To study the consumer awareness of surrogate advertising, as to whether they

1.2 ORIGIN OF SURROGATE ADVERTISING

It is said that birth of surrogate advertising happened in Britain, where housewives

- Pushpinder Singh, Senior Creative Director (O & M)

A surrogate advertisements is one in which a different product is promoted using an

1.3 INDIAN SCENARIO

advertisements, followed soon by AajTak and Sony.

1.4 THE CORPORATE STANDPOINT

sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor or other

1.5 COMPANIES FOLLOWING SURROGATE ADVERTISING

Category Brands Surrogates

McDowells Water and Soda

Red and White Bravery Awards

Alcohol Kingfisher Mineral Water & Calendar

Imperial Blue Cassettes & CDs

Smirnoff Vodka Fruit Juices

Royal Challenge Golf Tournament

Rajnigandha Kesar Pan Masala

Goa Gutka Pan Masala

Pan Parag Pan Masala

Tobacco Manikchand Filmfare Awards

Pataka 502 Pataka 502 tea

Gopal Zarda Gopal Supari

Red And White Bravery Award Ceremon

Gold Flake Tennis Tournament

Cigarette Wills Lifestyle India Fashion Week, Lifestyle

Four Square White Water Rafting & Gliding

Charms Audio Casettes & CDs

1.6 RECENT SURROGATE ADVERTISEMENTS

Year Sales (in million cases)

Table 2 : Sales of Officers Choice

Year Sales (in million cases)

Table 3: Sales of Royal Challenge

Year Sales (in million cases)

Year Sales (in million cases)

Table 5: Sales of Royal Stag

Generally advertisements which showcase the product in a different prospective and

1. Companies have to spend substantial amount of money for marketing their

2. Providing teeth to the Advertising Standards Council of India to enable it take