To download this short case study (No. SCMKTG024) click on the link below, and select from the list:
The case examines the ban imposed on surrogate advertisements for liquor brands in India in mid-2002 by the government. The case provides an account of the highly regulated environment in which the Indian liquor industry functions. The advertisement strategies adopted by the players – surrogate and ‘socially responsible'advertising – after the ban on direct liquor advertisements in 2000 are explored in detail.
» Information and Broadcasting Ministry India
Ban, imposed, surrogate advertisements, liquor brands, India, 2002, government, highly regulated environment , Indian liquor industry, functions, advertisement strategies, socially responsible, direct, liquor advertisement
Questions for Discussion:
2. Do you think surrogate advertisements by liquor companies were banned because of the criticism they received? Give reasons to support your answer. Also, discuss the advantages and disadvantages of using surrogate advertisements (for a liquor company in particular and also for any other type of company).
3. As a part of a team responsible for the marketing of a leading liquor brand, what measures would you suggest to overcome the limitations imposed due to the ban on surrogate advertising? Does the use of 'socially responsible' advertisements go against the interests of a liquor company? Analyze.