Top Story


Home >> Media – Print >> Article

Liquor companies aggressively promoting brands through surrogate advertising

Font Size   16
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.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube