What is Surrogate Advertising? – Examples, India

Surrogate advertising is a type of advertising that is used to promote a product or service that is not legally allowed to be advertised. It is often used to promote products such as alcohol, tobacco, or gambling, which are restricted by law or public policy.

Surrogate advertising works by using a product or service that is not legally restricted to promote the restricted product. For example, a company that produces alcoholic beverages may use a commercial to promote a soft drink that they also produce. The commercial will not mention alcoholic beverages but instead, focus on the soft drink. The idea is that viewers will associate the soft drink with the company’s alcoholic beverages, and thus be more likely to purchase them.

Surrogate advertising can also be used to promote products or services that are not legally restricted but are not widely accepted. For example, a company may use a commercial to promote a new type of technology that is not widely accepted. The commercial will focus on the benefits of the technology, without mentioning the product or service itself.

Surrogate Advertising in India

#Restricted Product ProductExamples
1AlcoholSoda, water, music, or event sponsorshipKingfisher mineral water, McDowell’s No.1 Soda, Bagpiper Soda, Royal Challenge Sports Drink
2TobaccoMouth fresheners, pan masala, or gutkaRajnigandha Pearls, Vimal Pan Masala, Baba Elaichi, Tulsi Mix Gutka
3GamblingLottery or online gamingPlaywin Lottery, KhelPlay Rummy, Adda52 Online Poker
4Prescription MedicinesOver-the-counter products or healthcare servicesLiv.52 from Himalaya Drug Company, Becosules from Pfizer, Fortis Hospitals
5Infant Milk FormulaOther dairy products or nutritional supplementsHorlicks, Bournvita, Complan, Amul Milk

This type of advertising is used to create an association between the substitute product and the actual product that is being advertised.

Surrogate advertising is used to promote products such as cigarettes, alcohol, and other products that are banned or restricted in India. It is used to create an association between the substitute product and the actual product.

For example, a company that produces cigarettes may advertise a soft drink or a candy bar as a substitute product. The advertisement will then create an association between the substitute product and the actual product.

Surrogate advertising is often used in India to promote products that are banned or restricted. This type of advertising is used to create an association between the substitute product and the actual product. It is also used to create awareness about the product and to create a positive image for the product.

Surrogate advertising is regulated by the Advertising Standards Council of India (ASCI). The ASCI has set guidelines for surrogate advertising in India.

These Advertising Standards Council of India (ASCI) guidelines include the following:

  1. The advertisement should not directly or indirectly promote the product that is banned or restricted.
  2. The advertisement should not mislead the public.
  3. The advertisement should not be offensive or vulgar.
  4. The advertisement should not be aimed at children.

Advantages and Disadvantages

Pros:

  1. Cost-effective: Surrogate advertising is cheaper than traditional advertising because it doesn’t directly promote the product.
  2. Wide reach: It can target various audiences, from rural to urban areas.
  3. Targeted marketing: Companies can use surrogate ads to reach specific demographics, such as young adults or women.
  4. Lifestyle association: Surrogate ads create associations between products and certain lifestyles or images, which can boost sales and brand perception.

Cons:

  1. Deceptive: Some consumers may feel misled because surrogate ads don’t directly promote the product.
  2. Ethical concerns: The lack of clarity about the advertised product can be viewed as unethical.
  3. Confusion: Surrogate advertising blurs the lines between what’s being advertised and what’s not, leading to confusion.
  4. Stereotypes: It may perpetuate harmful stereotypes or have negative social impacts.
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