Abstract

The caselet describes the regulatory framework for marketing liquor products in India. It examines the promotional mix elements used by liquor companies to promote their products. In the year 2000, I&B Ministry barred TV channels from telecasting liquor and cigarette advertisements. The caselet discusses the steps taken by the Indian government to monitor the advertisements broadcast by these companies. Finally, it focuses on the surrogate and ‘socially responsible’ advertising route used by liquor companies to promote their products, after the ban on direct liquor advertisements in 2000.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Regulatory framework and its influence on marketing strategy
• Efficacy of surrogate advertising
• and Marketing liquor products in India.

Keywords

Indian Liquor Industry, Indian Made Foreign Liquor (IMFL), Country-Made Liquor, Shaw Wallace (SWC), United Breweries, Advertising, Direct Consumer Promotions Programs, Sponsorships, Electronic Media Advertisements, Code of Conduct, Advertising Code, Cable TV Act 1995, Public Interest Groups, Satellite Channels, Brand Building, Corporate Advertising, Surrogate Advertising, Kingfisher, McDowell's, Royal Challenge, Zee, Sony, Star, Aaj Tak, I&B Ministry