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Liquor companies aggressively promoting brands through surrogate advertising

06-June-2001
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Liquor companies aggressively promoting brands through surrogate advertising

The surrogate advertising campaign of liquor brands has intensified in India with more and more companies joining the fray to promote their brand with the launch of different products under the same brand.

This follows a recent ban by the central government on the advertisement of liquor and tobacco products in the country. The ban not only subdued marketing initiatives in the liquor industry but also forced them to put on hold the much-hyped launches of new wines, scotches and other alcoholic beverages.

Amongst the new liquor majors who have taken up this path to promote their brands include Bacardi International and Radico Khaitan. While Bacardi has replaced “Bacardi Rum” with Bacardi Blast Summer Party Music Album”, Radico Khaitan has started marketing apple juice under the 8 PM brand.

Seagrams India is planning to promote its main brands like Royal Stag, 100 Pipers through sponsorship of movies and other similar initiatives, which are still out of the purview of the ban.

McDowell Mera No. 1 ad campaign is now being aired with changed products i.e. from whisky to soda. United Breweries is selling its mineral water under the “Kingfisher” brand.

Both the Indian and multinational companies in the liquor industry are strategising their future course of action on identical lines. The major players in the industry are of the opinion that the huge investment which go in for introduction of a new brand could not be realised if they are not allowed to promote these brand through advertisements in one way or the other.

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