Surrogate advertising creates an innovative and a new way to get around the ban on direct advertising of alcohol and cigarette products by the government. Because of the ban, the advertisers were forced to think something new to promote their products and make them visible to the “aam janta”! Obviously they had to do it to sell their products.
Your products viz. tobacco and cigarettes have been banned to advertise but still you are advertising them by adopting the indirect advertising means! This bucket of surrogate advertising comes with all the delicious flavors for the advertisers of cigarettes and tobacco’s!
After the ban on these products the brands are still getting promoted by the ad agencies through surrogacy act. The famous brand bagpiper has maintained the revenue records of its wine brand by selling the bagpiper soda and bagpiper water. When the individual purchases the bagpiper products the first thing that strikes the mind is bagpiper wine. Thus they get a knock-knock ‘yes we exist now also’. The other example to quote is the company which has branded its airlines business around by promoting the beer brand “kingfisher” and even created the kingfisher calendar property which was then converted into television show “king of good times” and now co branded lifestyle channel “NDTV Good Times”. These all have lived upto the standards of originally maintaining the beer brand “kingfisher”. Even the royal challengers IPL Team have somehow managed to make live the brand royal challengers. The famous beer brand haywards 5000 now airwaves to promote haywards 5000 soda but soundly everyone knows that haywards is best known for beer! This surrogate advertising has worked miracles for these said to be banned and harmful products!
Even the cigarette brands host up the page-3 parties and other high profile parties to wave the hands of existence.
You know the tricks and how to move the sticks! The sticks of surrogacy have been spilling the beans of magic for the marketers and producers.