Geetika

Swati
 Surrogate advertising is advertising which embeds a brand or
product message inside an advertisement which is ostensibly for
another brand or product.
 In simple terms, it is duplicating brand image of one product
extensively, in order to promote, another product of the same
company.
 In Surrogate Marketing,
◦ A product different from the main product is advertised,
◦ The same brand name as the main product
 The product is called as “surrogate” and advertising through this
channel is called “Surrogate Advertising”
 To release surrogate advertisement,
◦ The company extend their well established brand beyond the original
product to encompass product like CDs, water, clothing, Apple juice,
fashion accessories.
◦ Sponsors community events,
◦ Issues public service announcements
◦ Sponsors sports team.
 All of these activities technically do not violate the ban on direct advertising,
but they still get consumers familiar with the company's branding.
 Liquor companies were forced to look at innovative ways of building
their brands. companies either engage into “surrogate advertising” or
displaying “socially responsible messages”.
 For example, a cigarette company might issue public service
announcements relating to a topic such as lung cancer, using the
company's logo or distinctive brand colors in the ads so that people are
exposed to the company's branding without seeing an explicit ad for the
company's product. The company would justify the advertisement by
claiming that it's an example of social responsibility.
 Surrogate advertisements took off not long ago in the UK, where British
housewives protested strongly against liquor advertisements "luring"
away their husbands.
 In India, the trend of surrogate advertisement gathered momentum with
the Cable TV Network Regulation Act, which prohibits tobacco and liquor
advertisements on TV channels.
 The liquor industry found a way around the ban: Surrogate
advertisements for cocktail mixers, fruit juices and soda water using the
brand names of the popular liquors.
 The company has intentionally blurred the line between products,
advertising `old wine' in a `new bottle,' only this time with a soft-drink
label.
 As a reaction, the directive of Government ban advertisements of
products that are adverse to health,
 The major companies of liquor & tobacco have found an alternative path
of advertising through which they can keep on reminding the people of
their liquor/tobacco brands: they have introduced various other
products with the same brand name
COMPANY’S NAME SURROGATES

Manikchand Film fare Award

Red & White Bravery Awards

Bagpiper Water & Soda, Cassettes

Kingfisher Water & Calendar

Smirnoff Apple Juice

Royal Challenge Golf Tournaments

Aristocrat Apple Juice

COMPANY’S NAME SURROGATES

Seagram Compact Disc

Four Square White Water Rafting & Gliding

Mc. Dowell's Water & Soda

Bacardi Cassettes & Compact Disc

Will’s Lifestyle India Fashion Week

 This helped companies, customers do not forget their liquor & tobacco
brands, for which advertisements are banned.
 Their only objective is to compensate the losses arising out of the ban on
advertisements of one particular product (i.e. liquor).
 The companies can always claim that the order is being implemented and

advertisements of liquor are banned.

 To circumvent a ban on direct advertisements of particular products.
 To make sure the customers of the banned product don’t forget it.
 To cultivate an image of social responsibility.
 For example, many health advocates have criticized advertisements for
sweet treats aired during children's cartoons. A company might pull
outright advertising during these time slots and instead air a series of
public service announcements about eating a balanced diet, with the
announcements coincidentally bearing the company's branding.
Surrogate advertising should not be allowed. Tobacco and liquor banners
make use of this phenomenon extensively and try to lure the public. The
whole point of banning the product was not the banner but the harm it
causes to public and viewers. Hence placing it under the same banner for a
different product makes no sense.
Most of the surrogate advertisements are even supported because of the
revenue it brings to the different levels of hierarchy in the country.
If the surrogate advertisements are used for liquor and cigarettes, they should
ensure that the public is also aware of the consequences if they are
consumed
THANK YOU…