Themes : Advertising and Promotion
Period : 1999-2002
Organization : Archies Greetings
Pub Date : 2002
Countries : India
Industry : Advertising
About Surrogate Brands Contd...
Some of the broadcasters said that because the I&B Ministry was taking a long time deciding about the use of socially responsible advertisements by liquor companies, they had started using them without the Ministry's consent. IBF's Executive Director, Bhuvan Lal, reportedly argued that there was nothing wrong with airing such advertisements because they did not violate the government's guidelines restricting the telecast of direct/indirect liquor ads.
The government's guidelines stated that 'advertisements which lead to sale, consumption and promotion of liquor should not be allowed.' According to Bhuvan Lal, these advertisements were perfectly legal as they did not lead to sale, consumption and promotion of liquor. |
According to an analyst,7 "We see a brown liquid poured into a glass under a well-known brand name, and we are told the man is drinking apple juice! The girl who is avidly watching him immediately rewards him with a kiss. In the same sort of way, water, soda and other harmless liquors stand in for hard liquor and beat the ban." (Refer Exhibit IV and V for sample surrogate advertisements).
There were numerous other advertisements selling music cassettes, CDs, water, clothing, fashion accessories and sports goods - many of them accused of being sexually provocative and offensive. The I&B Ministry's decision to ban such advertisements was thus viewed as a logical and necessary step by their critics. As the authorities were finding it difficult to track down the increasing number of violations, especially at the regional level, the Ministry hired a private monitoring agency.
The agency - Time Monitoring (Delhi-based) - was responsible for scanning all advertisements on all private satellite channels including regional channels. At the same time, the Confederation of Indian Alcoholic Beverage Companies (CIABC), in a self-disciplinary move, asked all TV channels to stop telecasting surrogate liquor advertisements.
The banning of surrogate advertisements for liquor brands became a very controversial and sensitive issue. Liquor producers felt that while the government allowed them to do business, it did not allow them to do so in a profitable manner. Liquor companies argued that the ban would severely affect the sales. The said that TV was the most effective medium of advertising for these products and thus the restriction would hamper brand building.
7] Amita Mallik, www.tribuneindia.com