Surrogate Advertising (IMC)

Submitted To: Dr. Kavita Kshatriya

Prepared By: Mohammed Bharmal (NR11008) Pratik Govani (NR11052) Ravi Shah (NR11142) Zil Shah (NR11145) Kandarp Thakkar (NR11162)

What is Surrogate Advertising/Marketing

Surrogate Advertising A form of advertising which is used to promote banned products like Cigarettes and alcohol, in the disguise of another product. Surrogate Marketing Duplicating brand image of one product extensively, in order to promote, another product of the same company by Surrogate Advertisement.`

History of Surrogate Advertising

Birth of surrogate advertising : Britain Housewives started protesting against liquor advertisements which provoked their husbands.

The protest rose to a level where liquor advertising had to be banned.

Brand owners seeing no way out, decided to promote fruit juices and soda under the brand name, the concept later emerged as Surrogate Advertisements.

Origin of Surrogate Advertising

As a reaction to directive of Government, the liquor and tobacco majors found an alternative path of advertising through which they can keep on reminding their liquor brands to their customer. Introduced various other products with the same brand name.

Origin of Surrogate Advertising

The purpose of reminding their old customers. Heavy advertising Customers do not forget their liquor & tobacco brands, for which advertisements are banned. The advertisements for such new products are placed under the category of "Surrogate Advertisements".

National and International Regulation

Cigarettes and Other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act, 2003 (COPTA)

The Cable Television Networks (Regulation) Act, 1995 (CTNA) Advertising Standards Council of India (ASCI)

Framework Convention on Tobacco Control (FCTC)

Banned Products
Products whose advertisement have been banned by Indian Government are as follows:
1. 2. 3. 4. 5. Liquor and Cigarettes Tobacco products Wine Liquor or other intoxicants Infant milk substitution

How Surrogate Advertising connect the Legitimate Business

1. 2. 3. 4. 5. 6. 7. 8. Some of the Legitimate Business and their Surrogate Advertisement are listed down: Haywards 5000 Beer Soda & packaged drinking water. Imperial Blue Music CDs, Mega cricket. McDowells No.1 Soda & Indian cricket, The No. 1 spirit of leadership. Royal Challenge - Golf accessories, IPL. Kingfisher Beer Airlines, bottled drinking water. Red and White CID Bravery Awards. Johney Walker Soda. Wills Cigarette Wills Life Style.

Hayward's 5000 Soda

Royal Stag
Harbhajan opting out of working at his fathers ball bearing factory to play cricket with the end punch line saying make it large in life. Video

Promotion of Bacardi Music and CDs.

Indirectly promoting a brand name for Bacardi. The lyrics of this song talks about Bacardi Rum. Video

Royal Challenge
A major property of the UB Group in the form of Royal Challengers Bangalore playing in IPL.

King Fisher Bag Piper

Examples
COMPANY NAME SEAGRAMS MC DOWELLS SURROGATES COMPACT DISCS WATER AND SODA

BAGPIPER
GODFREY PHILIPS RED AND WHITE

WATER AND SODA, CASSEETES, CDs

BRAVERY AWARDS BRAVERY AWARDS

BACARDI
KINGFISHER SMIRNOFF ROYAL CHALLENGE ARISTROCRAT

CASSETTES AND COMPACT DISCS

WATER AND CALANDERS APPLE JUICE GOLF TOURNAMENTS APPLE JUICES

Examples
COMPANY NAME JOHNY WALKER FOUR SQUARE WHITE MANIKCHAND WILLS LIFESTYLE GOA GUTKHA SURROGATES SODA WATER RAFTING AND GLIDING FILMFARE AWARDS APPARELS, CLOTHING ACCESSORIES. PAN MASALA

PAN BAHAR GUTKHA

PAN PARAG

PAN MASALA
PAN MASALA

Alcohol Company Promotion Strategy

Brand Royal stag Shaw Wallace Promotion Indian Cricket Teams/matches Indian Golfing event

Seagrams Chivas
Teachers whiskey Seagram

Chivas Regal Polo championships Chivas Regal Invitational golf challenge

Smirnoff international fashion award Lakme India Fashion Week

Tobacco Company Promotion Strategy

Brand Wills Promotion Indian Cricket

Gold Flake
Four Square Classic Manikchand

Tennis Tournaments
Boat Racing Polo Events and Golf Film-fare awards

Tobaco Product Surrogates

Wills
Total new segment identification Wills Lifestyle apparels.

Tobaco Product Surrogates

502 Pataka a popular beedi brand
advertised as 502 Pataka chai (tea).

Red & White brand of their cigarettes

Red and White Bravery Awards

Red & White Bravery Awards

Infant food
Baby food manufacturers created a doubt in the minds of mothers that their milk may not be the best for their babies, particularly if they have been ill or they are working mothers. It is against the law to influence a mother into thinking that her own milk is less than best for her baby.

Arguments in Favour
60000 Cr. Indian Beverage Industry* Restricted and Controlled Environment 22000 Cr as revenue to Govt.* Same is the case with Tobacco and Beer Industry
*http://www.mbaskool.com/business-articles/marketing/169-surrogate-advertisingsoftly-promoting-hard-products.html http://www.scribd.com/doc/29025421/Surrogate-Advertising

Arguments in Against
Direct Impact on the consumption habits Indirect impact on lower Income group

Harm to consumer
The advertising is designed to sell liquor/cigarettes but pretends to be all about water or apple juice! Its like everyone knows what is going on: 1.The manufacturers know what the real reason for the ad is, 2.The consumers know what is really been advertised, and 3.The government knows that too.

Future Prospects
Never been easy for liquor companies to advertise in India so surrogate advertising is a route to make their brand names visible. No. of brand extensions available Ex.: CDs, mineral water, achievement awards, even an airline and an IPL cricket team

THANK YOU