Prohibiting Surrogate Advertising of Liquor *

Abstract:

The case examines the ban imposed on surrogate advertisements for liquor brands in India in mid-2002 by the government. The case provides an account of the highly regulated environment in which the Indian liquor industry functions. The advertisement strategies adopted by the players – surrogate and ‘socially responsible'advertising – after the ban on direct liquor advertisements in 2000 are explored in detail.

Issues: » Information and Broadcasting Ministry India

Questions for Discussion:

1. 'By banning advertisements for liquor, the government is trying to disassociate itself from the social evils associated with alcohol consumption.' Critically comment on this statement in light of the ban on direct and surrogate advertisements for liquor.
2. Do you think surrogate advertisements by liquor companies were banned because of the criticism they received? Give reasons to support your answer. Also, discuss the advantages and disadvantages of using surrogate advertisements (for a liquor company in particular and also for any other type of company).
3. As a part of a team responsible for the marketing of a leading liquor brand, what measures would you suggest to overcome the limitations imposed due to the ban on surrogate advertising? Does the use of 'socially responsible' advertisements go against the interests of a liquor company? Analyze.

Key words:
Indian film industry, Film-based merchandising, Star Wars, US film industry

*Note : This case is a simplified version of a longer case study, and is intended for learners for whom English is a foreign language. The longer version of this case study (MKTG024) is available at: http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG024.htm