Journal of Business Management, Commerce & Research Surrogate advertising on satellite television : Indian

Vol-IV ,No.-XII, June.-2015 (ISSN 2319-250X) experience

Vol-IV, No.-XI,I JUNE-2015 (ONLINE ISSN 2319-250X)

SURROGATE ADVERTISING ON SATELLITE TELEVISION:

INDIAN EXPERIENCE
DR. SASWATI GANGOPADHYAY
Associate Professor
Dept of Mass Communication
University of Burdwan
&
MR. SOUMYA DUTTA
Assistant Professor
Dept of Journalism & Mass Communication
Loreto College, Kolkata

ABSTRACT
Surrogate advertising has been an issue of concern worldwide because it successfully evades
the rules which bar certain products to be advertised in television or other mass media. It is not a new
phenomenon; it is in practice albeit skilfully from earlier times. Cigarette and liquor companies have
been among the prime sponsors of sporting events worldwide. There has been debate over the extent
of the ban on these types of advertisements with the liquor and tobacco producing companies
criticising the move as hypocritical. However, while there can be enough of argument in favour of
enforcing ban on such advertisements what came up as an interesting development in India was
skilful use of surrogate advertisements to drive home the message. Starting with tobacco brands to
liquor surrogate advertisements made their presence felt in television. Satellite television channels
are governed by their own policies and are not under the direct control of the government; hence,
surrogate advertisements use the flexible nature of these channels to good effect. Advertisers of
these products are now using brand extension method for promotion. These advertisements glorify a
lifestyle which is even worse. In many cases the media content covertly influence the media
consumers to follow a particular trend or pattern. Artificial need for products is generated by
juxtaposing commercial messages alongside media content. Teenagers are being targeted who are
supposed to be a vulnerable group. There are loopholes in the laws regarding surrogating advertising
in India which the companies are using to their advantage. This paper will try to understand the
nature of surrogate advertising on satellite television in India.

KEY WORDS: ADVERTISING, SURROGATE ADVERTISING IN INDIA, SATELLITE TELEVISION, BRAND

EXTENSION, BRAND PROMOTION

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Journal of Business Management, Commerce & Research Surrogate advertising on satellite television : Indian
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INTRODUCTION
Advertising of goods and services over television has taken a new leap with the start of
transnational transmissions. Corporate players in search of new markets across the world have found
a powerful tool that can persuade audience on making new buying decisions and avail new services.
Advertisements appearing in between news bulletins, favourite movies and serials are supposed to
drive home the commercial message. Most of these advertisements are delightfully crafted for
viewing pleasure. Painting a rosy picture and informing effectively as well, advertisements tend to
increase the need for goods and services amongst individuals. There are advertisements which target
different age groups, people in different income slabs and across gender. The same advertisement is
hammered round the clock to increase its retentive value on audience mindscape. Advertisements
require a lot of money with global brands advertising across television channels, the total
expenditure is high. However, all these produce the desired results. Media scholars and social
scientists working on television advertisements have dwelt on its impact on audience. Serious
negative impacts have been discussed with far reaching ramifications. Those vociferously in favour of
advertisement as an effective mass medium have pointed out the narrow approach in blaming
advertisements for social ills and have instead advocated more viewer discretion and maturity.
Different schools of thought have given contrasting opinions and widened the debate. Television
advertisement has proved its capability of reaching and holding large audience belonging to different
demographic groups. There is no denying the fact that advertisements to some extent lay guidelines
of lifestyle from time to time. However, this does not mean that they dictate the taste of the
consumer. Nevertheless, advertisements create the hype regarding a product or service which is then
accepted by a sizeable population to be in tune with their time. Cut throat competition among
advertisers to occupy space in viewers mind has led to innovative methods. Some of these methods
are questionable to say the least and surrogate advertising is one such method.
Surrogate advertising stands for substituting the brand image and advertising of one product
to promote another product of the same brand which is usually forbidden from advertising.
Generally liquor and tobacco products use surrogate advertising as law forbids the general
advertising of these products. An essential function of surrogate advertising is brand recall and not
necessarily an exercise in increasing sales (Panda, 2010). Techniques used in surrogate advertisement
may include advertising another product with the same brand name, sponsoring community events,
issuing public service announcements or sponsoring sports team (Patil & Hurne, 2011). Surrogate
advertising and its use has raised some questions which warrant further study.

Objectives of Research
The present study is meant to ascertain the following:
1. The nature and extent of surrogate advertising in India
2. The role satellite television is playing in facilitating surrogate advertising
3. How surrogate advertising is used as a strategy of brand extension to overcome the legal hurdles

Study Scope and Relevance

This study has been limited to three brands. Two of them are major liquor brands and one is
a major pan masala brand. The ambit of the study has been limited to television commercials as
available on youtube. The websites have also been studied to analyse the advertisements uploaded
there. A detailed study of all the satellite television channels for the occurrence of these
advertisements was not done due to unavailability of a data bank of such commercials on television
over a period of time. A number of other brands have also been left out to objectively assess the
extent and nature of these advertisements in the chosen ones. The study is relevant to understand
the nuances of surrogate advertising and how it is used as a brand in the present scenario. Also the
relevance and importance of the mass medium in furthering the cause of surrogate advertising.

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Journal of Business Management, Commerce & Research Surrogate advertising on satellite television : Indian
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Methodology
This study is based on analysis of secondary data (literature) available on the subject and
case studies of advertisements of three brands: Royal Stag, United Spirits and Kamala Pasand. The
first two are associated with liquor and the last one is associated with pan masala. The television
commercials uploaded on youtube have been studied. In case of Royal Stag as well as United Spirits,
the websites have also been accessed to study their own claims as well as the television commercials
posted in their websites.

Literature Review on Surrogate Advertising

Surrogate advertising has been an issue of concern worldwide because it successfully evades
the rules which bar certain products to be advertised in television or other mass media. In India
liquor brands have been advertised in guise of ice cream soda and music compact discs. Bollywood
megastars have been roped in for such surrogate advertisements of big liquor brands. This has
provided a much needed relief to these companies because they could convey their message to the
intended audience and also escape the rigours of law which prohibits such advertisements. Different
television events are being co-sponsored by these companies. Brands like Pan Parag and Rajnigandha
freely air their advertisements without differentiating much between their tobacco (gutka) and non
tobacco (aromatic betel nut) versions (Fernando, 2009). Public get reminded of the tobacco brand
names through advertisements. Advertisements of tobacco and alcoholic beverages through
surrogate means are a controversial issue and government has failed to control the promotion of
surrogate advertisements involving these products. These kinds of advertisements are done in the
name of Soda, Mineral Water, CD & Cassette, Golf Accessories, Awards Fashion show and
sponsorships (Dayal & Saini, 2011). Innovative means are being devised to reach the objective.
Specific merchandise are now being promoted through celebrities by making them use or wear
products in public appearances or through promotion of the products by them in media interviews
without making it clear to the audience that these are paid endorsements (Bajpai, 2006).
Surrogate Advertising in Television: The Global Scenario
Surrogate advertising is not a new phenomenon; it is in practice albeit skilfully from earlier
times. Cigarette and liquor companies have been among the prime sponsors of sporting events
worldwide. Marlboro and Rothmans prominently featured in the world of motor sport, especially
Formula One. Ferrari racing cars, the outfit of the drivers and the team personnel sport the Marlboro
lettering. Due to harsh anti tobacco restrictions in the European Union and the West, the logo is
masked however; it is in full view in countries like Malaysia and China (Philar, 2008). In USA though
national television networks did not accept liquor advertising however, independent stations and
cable networks have been telecasting advertisements of one liquor producer. According to 1998
estimates done by "USA Today" Budweiser Lizard commercials topped the charts among the most
liked advertisements (Sailaja, 2007). As a country of origin, surrogate advertising started in U.K with
advertisements for cocktail mixers, soda water and fruit juices using the names of well known
popular brands (Mehta, 2003).
Surrogate Advertising in India
In India the Cable TV Regulation Act 1995, prohibits the advertisement of liquor and tobacco
products on TV channels (Mehta, 2003). Rule 7(2) (viii) (a) of the Cable TV Regulation Act 1995
(CTNA) states that “No advertisement shall be permitted which promotes directly or indirectly
production, sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor or other
intoxicants”. By August 2002, Information & Broadcasting Ministry, Government of India has banned
twelve advertisements. Major satellite television channels like Sony, Zee, Aajtak and Star were issued
show-cause notices asking them to give reasons for airing surrogate liquor advertisements. As a
result all these four channels stopped showing such advertisements. Government of India ordered
them to strictly abide by the Cable TV Regulation Act of 1995. To make matters stringent a private
monitoring agency was hired to keep a watch on all advertisements and look into violations of the
regulation (Sirisha, 2002). There has been debate over the extent of the ban on these types of
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advertisements with the liquor and tobacco producing companies criticising the move as
hypocritical. However, while there can be enough of argument in favour of enforcing ban on such
advertisements what came up as an interesting development in India was skilful use of surrogate
advertisements to drive home the message. Starting with tobacco brands to liquor surrogate
advertisements made their presence felt in television. Satellite television channels are governed by
their own policies and are not under the direct control of the government; hence, surrogate
advertisements use the flexible nature of these channels to good effect. Advertisers of these
products are now using brand extension method for promotion. Brand extension is the process of
extending the same brand name for new products launched by the company. While there is no
wrong in extending an already established brand name for establishing new products from the same
fold but problem arises when this method is applied for products banned by the Government. This
helps companies to dodge the law and project their surrogate advertisements effectively (Srivastav
& Kochar, 2010).
Branding decision for new products is important because it has to consider the
appropriateness of fit between the product and the trademark in terms of association, attribution
and connotation. Brand extension across products can be permitted except when the intension is to
encourage consumption of products whose promotion is prohibited by law (Bhardwaj, 2009).The use
of similar or identical brand names create confusion and incite youth sections to try out such
products (Deccan Herald, 2012). The surrogate depiction of products like alcohol cause further
damage when they are made a part of the content in television shows. It is well known that big
screen films influnce the small screen shows and many TV actors are shown performing under the
influence of alcohol. In a bid to create humour, stand-up comedians use alcoholic acts (Ray&Chugh,
2008).
The Prohibition of Publication or Telecast of Vulgar, Obscene and Surrogate Advertisements and Re-
mix songs by Print and Electronic Media Bill, 2004(6) unfortunately did not see the light of the day
but broad guidelines were formulated by the legislature and handed over to the executive to frame
the details under delegated legislation. For the first time an attempt was made for a legal definition
of surrogate advertising through section 2(d) which states: ‘an advertisement which shows a
substitute product in the guise of the real one which otherwise cannot be legally advertised through
the print and electronic media.’ Section 3 of the said act prohibits the publication and telecast of
surrogate advertisements and provides for punishment for those who violate the norms (Bhardwaj,
2009).
Impact of surrogate advertisements on children, women and youth
Children are always a vulnerable group because of their impressionable minds. It is alarming
to know that each day 55,000 children in India start using tobacco. Gutkha, a harmful chewable
tobacco is targeted towards the youth section of the country. In the recent past Bollywood had the
dubious distinction of being one of the biggest markets for surrogate advertisement. In 2004 and
2005 89% of the released movies had smoking scenes. There is an increased level of awareness now
and dangers associated with tobacco consumption are shown in the form of the warning before the
start of a movie but the surreal depiction of characters consuming alcohol and tobacco on screen is
not helping the cause. A research done by Salaam Bombay Foundation on 3260 children between
age group of 12 and 17 years from municipal and private schools revealed a disturbing trend. Asked
to recall the slogan of any tobacco product or brand, 71% recalled the slogan of Manikchand(guthka)-
Oonche log, oonchi pasand, 12 % recalled the slogan of Goa (guthka brand), 2 % recalled Sanket,
0.4% recalled Shimla while 15 % recalled other brands. 63 % could associate product with brand
while 37 % could not. Children in that age group could clearly disassociate Manikchand Water
(surrogate advertising) from Mankichand Gutkha (Impact of Surrogate Advertisements, 2009). In the
wake of an alarming situation Maharashtra government banned the sale of gutkha and pan masala in
the state, a move lauded by the children of Salaam Bombay Foundation for their healthy future(Roy,
2012). However, it should be noted that in spite of an assurance on the part of Information and
Broadcasting Ministry that surrogate advertisements would be barred from appearing in any form of

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media and a stricter surveillance mechanism should be implemented in 2008 (Sinha, 2008) the
problem persists. According to some experts government has not defined properly what they
consider as surrogate brands. There are lot of grey areas which needs to be clarified (Anand, 2009).
Surrogate advertisement of liquor brands and tobacco products are mainly associated with
the aspiration of a better lifestyle. Leading film actors feature in advertisements of Seagram’s
Royalstag brand with the tag line “Its Your Life. MAKE IT LARGE”(Bhatt, 2012). The make it large
segment is deliberately written in bold to harp on the desire for more material accomplishment in
life. Though the advertisements promote Music CDs, Seagram is too well known a liquor brand to
deceive. Pan masala companies are targeting women as well by advertising their tobacco free
versions. A major pan masala company Rajnigandha produced an advertisement for television
showing a young female Indian teacher in a foreign university taking out a pack of Rajnigandha from
her bag at the end of the class (Rajnigandha, 2006). Rajnigandha has targeted the young and
upwardly mobile population of India through their surrogate advertisements. A leading female
model/actor of the country was showcased in the television commercials of Chaini Chaini Pan masala
(Passion Film, 2010) which is a surrogate advertisement for Chaini Khaini, the tobacco variant.
An assessment of the advertisement storyboard for Bagpiper Club Soda elucidates the
problem. In the advertisement young teenagers out on a picnic are shown who are bored. Suddenly
a leading actor of Bollywood pops out of the copy of an entertainment magazine and show them
how to have fun. Soon girls of another group who were partying nearby join them and gradually the
boys also follow. The actor then takes out a bottle of Bagpiper Club Soda and adds, “Khoob jamega
rang jab mil baithenge teen yaar. Aap, main aur Bagpiper Club Soda."(Bagpiper Storyboard,
n.d.).Apart from the obvious fact that it is a surrogate advertisement for Bagpiper Whisky, the idea
conveyed raise questions. Teenagers are being targeted who are supposed to be a vulnerable group.
Apart from boys the appeal is towards young girls as well.

CASE STUDY - I
Royal Stag
Seagram’s Royal Stag is a premium liquor brand of Pernod Ricard India. Its target audience
are young, confident and progressive male audience of the country. The brand has a tagline-'It's your
life, make it large'. Since laws have been tightened regarding advertisements on television by liquor
and tobacco brands, Royal Stag have innovated ways to drive home its intended message. The
brand has been sponsoring games and other entertainment related events in India as well as abroad.
A look at any of its advertisements will reveal that the campaign has been designed across music cds
while giving maximum exposure to the brand, its main objective and the target audience. There have
been a number of advertisements featuring cricketers and movie stars to make them alluring to the
youth sections. A study of the company’s website will reveal advertisements where ideas have been
camouflaged. In the website www.pernod-ricard-india.com there are pictures of events where royal
stag is a sponsor. There is image of an event-Amit Trivedi Live where the tag line reads Music sounds
perfect with no artificial flavours. The sponsor is royal stag barrel select mega music, a clear allusion
to royal stag barrel select whisky. 1 As information provided by the company itself they have forays
into movie, music, cricket as well as television commercials. Royal Stag Large Short Films is a web
portal that acts as a commonplace to showcase short films made by established directors of the
industry as well as budding directors who want to “make it large”. Royal Stag Mega Music is a
platform to promote music and is associated with television music events like Royal Stag MTV
unplugged and Royal Stag Mirchi Music Award. Royal Stag Mega Cricket sponsors a number of
cricketing events in the country and leading cricketers feature in their advertisements. Beneath the
veil of their promotion of talent in various fields there is endorsement of their liquor business. The
target audience is vulnerable.

CASE STUDY - II

1
www.pernod-ricard-india.com/Brand.aspx?ID=24 as accessed on 21.07.2015
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United Spirits
Royal Challenge is one of the premium whisky brands of United Spirits, a Diageo group
company. Popular in India Royal Challenge has been associated with surrogate advertising to
promote its main objective. In India the team Royal Challenger Bangalore is synonymous with the
liquor brand-‘Royal Challenge’. Advertisements have also come up in television channels of after
match parties being sponsored by “Signature” another well known liquor brand of United Spirits. A
country like India where people are passionate about the game of cricket, surrogate advertisements
of liquor brands can have damaging consequences. These advertisements glorify a lifestyle which
can be debated. In the information provided in royal challenge brands web link:
www.unitedspirits.in/royal-challenge-whisky2 they have been the proud partners of IPL teams like
Royal Challenge Bangalore, Pune Warriors India, Delhi Daredevils and Kings XI Punjab. They also
partner the Sahara Force India Formula 1 team, a competitive car racing team in the world circuit.
Mcdowell’s No.1 another whisky brand from the same group is widely consumed in India and the
brand uses surrogate advertising for television commercials. Macdowell No.1‘s television
advertisement, ‘No.1 Yaari’3 shows the journey of three young friends through difficulties, fun and
frolic. While celebrating the spirit of friendship the advertisement ends with the line-‘Asli yaari ka
No.1 Ehsaas’ with McDowell’s No.1’s logo displayed prominently. McDowell sponsors a major
football team of the country, Mohun Bagan. Focussing on youth, games and aspirations associated
with them, McDowell is reaching its objective.

CASE STUDY - III

KAMLA PASAND PAN MASALA
Kamla Pasand Pan Masala has come up with a surrogate advertisement of its product. The
advertisement is titled, ‘Choti Choti Baatein’4. It revolves around an upwardly mobile successful and
classy Indian young man who is travelling places and is known for his gentlemanly behaviour and
taste. He finds success in things he does and loves to explore different hues of life. He takes pride in
consuming Kamla Pasand Pan Masala which suits his lifestyle. There is a small statutory warning at
the end that chewing of pan masala is injurious to health. However, this is too small in comparison
to the alluring message that the beautifully crafted advertisement convey. Target audience, as
observed earlier, the young people who love to experiment and are impressionable at times. The
gloss of an elite lifestyle acts as the bait for undermining the larger health hazard which chewing of
pan masala can lead to.

CONCLUDING REMARKS
In the case studies it is evident that surrogate advertising is broadcast across channels in
Indian television. While such advertisements are difficult to come across in public broadcasters like
Doordarshan, the trans-national nature of satellite channels makes regulations difficult. Surrogate
advertisement of tobacco products, pan masala and liquor has far reaching consequences. The tones
of these advertisements are alarming because they always appeal to aspirations for a better lifestyle.
Indian law has certain guideline which does not allow advertisements of harmful products like
alcohol and tobacco on television but surrogate advertisements have succeeded in manipulating the
law. The successful implementation of the brand extension strategy by these companies has added a
new dimension to the problem for the authorities. Punishments have to be stringent to deter
companies as well as broadcasters from surrogate advertisements. Different television channels
should be made accountable for accepting such advertisements. The alarming rate of alcohol
consumption and intake of tobacco products at a young age is worrying for the nation. These

2
Website as accessed on 26.7.2015
3
Advertisement content as available on https://www.youtube.com/watch?v=kY51fOM-xZ4 accessed on
26.7.2015
4
Advertisement content as available on https://www.youtube.com/watch?v=ymCBZ6xXJkY accessed on
26.7.2015
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products are getting stereotyped as being the companion of good times and classy lifestyle. Making it
mandatory to give statutory warning on sequences where alcohol intake and tobacco consumption is
shown on television will not help if these surrogate advertisements are allowed to be aired. A greater
awareness of the audience about these advertisements is the need of the hour along with the need
for new legislations on surrogate advertisements.

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