Top Story


Home >> Advertising >> Article

Liquor industry seeks clarity on brand-extension ads

Font Size   16
Liquor industry seeks clarity on brand-extension ads

The Kingfisher Airlines may be serious business involving an outlay of around Rs 8,000 crore for the UB group. The Information and Broadcasting (I&B) Ministry may well feel that it is only a surrogate for the group's liquor business. All eyes in the liquor industry will therefore be trained on the Ministry and its verdict on the advertising blitzkrieg planned by Kingfisher Airlines.

There are also doubts on how the Government would treat the ad campaign and whether it would be construed as surrogate advertising that could promote the UB group's beer business.

"It would be interesting to see how the Government would react to the Kingfisher Airlines ads," said industry officials. The proposed airline venture is scheduled to break its media campaign (handled by Equus Advertising) in the first week of May as bookings go live.

The Government's recent circular asking television channels to withdraw all forms of "direct and indirect advertising" for cigarettes, tobacco products and liquor has once again opened the Pandora's box - on whether these products are genuine brand extensions or merely surrogate ads. Broadcasters, under the aegis of the Indian Broadcasting Foundation (IBF) and liquor industry are now planning to ask the Ministry to review its decision.

"The IBF has a committee that has been screening all these brand extension ads. We feel that these advertisements should be allowed," said an official in a broadcasting company. The industry could stand to lose Rs 150-200 crore, if these ads are banned.

Meanwhile, the liquor industry has asked for a separate set of guidelines for such ads. Mr Alok Gupta, Executive Vice-President, UB Spirits Division, said, "We have no idea what prompted the latest move. The self-imposed regulation was working fine. We think it will be good if the Government through consultations evolve a set of guidelines on liquor advertising because there is a need to see the serious business intent behind brand extensions."

The UB Group will launch Kingfisher Airlines shortly and also has Kingfisher bottled water business, which sells five million cases annually. "Right now, we are in the stage of formulating our reaction and things should be clearer by the weekend," he added.


Rishi Pratim Mukherjee finds his eternal peace at home on a typical weekend by reading his all time favourite books or simply switching off

Prashant Puri, Co-Founder and CEO of Adlift, talks about his journey from being the company’s co-founder to an investor and also tells us how automation will soon take the top spot in every marketer's list

Shikha Kapur, CMO- ‎Fox Star Studios, speaks on the evolution of digital marketing in the organisation

Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, on their three-year association with IPL where they will promote their new model Tata Nexon

According to media reports, the new logo will not be very different from the existing one and the changes may not be very visible

Visual highlights from the seventh edition of IMPACT’s 50 Most Influential Women event held in Mumbai on Thursday 22nd March.

The FIR was filed by the police after BARC India’s vigilance team found out that the details of the households where BARC India’s BAR-O-Meters are installed were compromised