Surrogate Advertising - Concept & History with examples of Kinfisher and other Surrogate Advertisers

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Surrogate Advertising is an advertising concept that is used by advertisers to promote products that are banned and cannot be advertised through a proper media channel.

Surrogate Advertising takes the help of a product category that is close to the product it wants to advertise and uses it to hammer the brand name in the consumer's mind through the ad campaign.

Example – Alcohol advertisement is banned in countries like India and advertisers use mineral water and club soda as part of Surrogate Advertising.

Surrogate Advertising – History

In Britain, women started protesting against the liquor campaigns and the advertisers then decided to use Surrogate Advertising as a promotional strategy.

Surrogate Advertising in India

India has banned promotional advertising of several product categories like tobacco and liquor and this is why the brands are using surrogate advertising, along with event sponsorship and corporate films to advertising their products.

Top 5 Surrogate Advertisers in India

Television

1. Seagram’s Imperial Blue Superhit
2. All Seasons Connoisseurs Collection Club Soda
3. Blenders Pride Fashion Tour
4. Amstel Malt Classic
5. Kingfisher Storm

Radio

1. Royal Stag Mega Cricket
2. McDowell’s No 1 Soda
3. Blenders Pride Fashion Tour
4. Ballantine’s Golf Retreat
5. Coolberg

Print

1. Blenders Pride Fashion Tour
2. Officer’s Choice Blue package Drinking Water
3. Royal Stag Mega Music
4. Ms. Attraction Club Soda
5. Absolut Music Cd

Digital

1. Budweiser Experiences
2. Glenfiddich
3. Blenders Pride Fashion Tour
4. Carlsberg Smooth Soda
5. Budweiser 0.0

Court Case – IPL Team and Surrogate Advertising

The Supreme Court ruled in favor of Royal Challengers and allowed the IPL team to keep its name

Surrogate Advertising Example – Kingfisher [King of Surrogacy]

Vijay Mallya, the liquor tycoon wanted to promote his liquor brand through his IPL team

Surrogate Advertising Example – Examples

1. Imperial Blue – Men will be Men campaign
2. Carlsberg – Club glasses

This video is on Surrogate Advertising and it has the following sub-topics.

Time Stamps

0:00 What is Surrogate Advertising?
01:22 Surrogate Advertising – History
01:47 Surrogate Advertising in India
02:49 Top 5 Surrogate Advertisers in India
03:08 Court Case – IPL Team and Surrogate Advertising
03:39 Surrogate Advertising Example – Kingfisher [King of Surrogacy]
04:00 Surrogate Advertising Example – Examples
04:13 Surrogate Advertising – Conclusion