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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Problems faced by liquor companies in brand building, distribution and advertising.

Keywords

Ban, imposed, surrogate advertisements, liquor brands, India, 2002, government, highly regulated environment , Indian liquor industry, functions, advertisement strategies, socially responsible, direct, liquor advertisement