Impact of Surrogate Advertising in the Indian Market

This research paper explores the impact surrogate advertising has had on building brand recognition and market dominance in India over the past decade. Due to strict regulations placed on the marketing of demerit goods such as alcohol and tobacco, which usually have adverse effects on one's health, companies choose to build identity through the form of indirect advertising. This can be done through advertising a closely related product, such as soda or water in the case of alcoholic beverages, or products in a completely different category, such as music CDs, to promote a tobacco company. They are able to do this through finding loopholes in legislation made by the government and the lack of enforcement of laws. This form of advertising has only amplified due to celebrity endorsements and the rise of social media. Case studies of companies like Vimal Pan Masala, Royal Stag and Imperial Blue reveal how businesses have used surrogate advertising to build a prominent brand identity.