Banning Surrogate Liquor Advertising

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG024 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Advertising and Promotion
Case Length : 13 Pages
Period : 1999 - 2002
Pub Date : 2002
Teaching Note : Available
Organization : Archies Greetings
Industry : Advertising
Countries : India


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.

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Information and Broadcasting Ministry India


  Page No.
Banning Liquor Advertisements - Again 1
The Indian Liquor Industry 2
About Surrogate Brands 3
The Debate 5
What Lies Ahead? 6
Exhibits 8


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

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