Welcome to the fifty-fourth episode of the Minutes Mastery series by Triumph through Training Pvt. Ltd. (3T)! In this episode, Rajan Arora delves into the intriguing world of Surrogate Advertising, a clever strategy where companies advertise one product to represent another—often when the original product is restricted from advertising.
Surrogate advertising is frequently used in industries like alcohol and tobacco, where direct promotion is banned. For example, brands like Kingfisher advertise Kingfisher Soda or Mineral Water, cleverly keeping their beer brand in consumers' minds without breaking the law. Similarly, Imperial Blue, known for whisky, used its famous "Men Will Be Men" campaign to promote music CDs.
These ads allow companies to stay visible, reminding consumers of their core products, even if those products can't be mentioned directly. Rajan explains how this creative loophole keeps brands relevant while staying within the boundaries of advertising regulations.
We acknowledge Kingfisher and Imperial Blue for their innovative use of surrogate advertising in today’s market.
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