The Impact of Surrogate Advertisement on Indian Alcohol and Tobacco Industry

Surrogate advertisement, a tactic exploited by the alcohol and tobacco industry in India to bypass advertisements, is well regarded by admen and movie stars and also unpopular as a practice that has implications on the consumerism, ethics, and public health front. This study aims at understanding the various effectiveness dimensions in surrogate advertising, which makes it able to maintain brand visibility, psychological impact on consumer decision making, and regulatory challenges that it throws at the Indian industry. The study has adopted a mixed-method design through quantitative survey responses of 300 respondents from rural and urban areas. In addition to this, Qualitative interview feedback from industry experts, marketers, and legislators. Major findings of the study show that indirect advertisements do not have strong effects on brand recall, especially among the younger generations (18-35 years), and were recognized by 65% of respondents. However, ethical issues exist because 45% of respondents labelled such advertisements as being misleading, particularly among educated and non-users. The loopholes in the regulatory framework of India include the Cable Television Networks Act, 1995, and Advertising Standards Council of India (ASCI) guidelines, which do not control new-age tactics such as influencer collaborations and event sponsorships. Theoretical frameworks like the Theory of Planned Behaviour and Cognitive Dissonance Theory delve how peripheral persuasion and associative branding are fleeing surrogates in sullied advertising. Research recommendations conclude with important specific refinements to strengthen law enforcement, demand transparency in surrogate product promotions, and protect vulnerable populations. For marketers, it stresses the point of balancing the two: brand visibility and ethical responsibility. This study would fill critical gaps on an empirical level with regard to the market impact of surrogate advertising and create a path for ethical marketing and regulatory reform even in restriction sensitive industries.