Table of Contents

• Introduction
• Understanding Surrogate Advertising
• Types of Surrogate Advertising
  • Alcohol-related Surrogate Ads
  • Tobacco-related Surrogate Ads
  • Product Placement in Movies
• Major Benefits of Surrogate Advertising
• Strategies to Implement Surrogate Advertising
  • Promotion by Extension
  • Promotion by Association
  • Promotion through Television Commercials
  • Promotion through Sponsorships and Events
  • Promotion through PSAs
• Measuring the Success of Surrogate Advertising
• Legal Aspects of Surrogate Advertising
• Popular Surrogate Advertising Examples
• Frequently Asked Questions

Surrogate advertising, often referred to as indirect advertising, is a smart way for brands to maintain their presence in the market despite restrictions on direct advertising of certain products. From liquor to tobacco, brands have found innovative ways to promote their products without violating legal norms. In this blog, we will explore creative strategies to make surrogate advertising effective and impactful.

Surrogate advertising is a strategic and innovative approach that brands use to promote products or services they are restricted from advertising directly. This marketing technique allows companies to uphold their image in the market while adhering to legal constraints. Let’s dive into the creative strategies that can help you craft effective surrogate advertising campaigns.

Understanding Surrogate Advertising

Surrogate advertising involves promoting a product or service using a brand’s name, logo, and essence while not directly advertising the restricted product. This approach helps brands stay relevant in the market without breaching any legal regulations.

In India, surrogate advertising is commonly used across various media platforms. Brands, especially in the liquor and tobacco industries, often promote alternate products like music CDs, sodas, or even accessories to keep their brand names in the public eye.

Types of Surrogate Advertising

Alcohol-related Surrogate Ads

In countries like India, where advertising alcohol directly is prohibited, brands use surrogate ads to promote related products. These could be sodas, glasses, or even music CDs. The idea is to keep the brand’s essence alive in the consumer’s mind without directly promoting alcohol.

Tobacco-related Surrogate Ads

Similar to alcohol, tobacco products also face advertising restrictions. Brands in this industry promote products like mouth fresheners or cardamom instead. These ads are crafted to subtly remind the audience of the brand’s core products.

Product Placement in Movies

Product placement is a popular surrogate advertising strategy. Here, brands place their products in movies, ensuring that the audience notices them without any direct advertisement. This method leverages the popularity of cinema to create brand recall.

Major Benefits of Surrogate Advertising

Surrogate advertising offers several benefits:

Brand Promotion Without Violating Regulations

It allows brands to stay within legal limits while promoting their products. This ensures that they do not face any legal repercussions.

Increasing Brand Recall Value

By consistently promoting surrogate products, brands can maintain and even increase their recall value among consumers.

Scope for Creativity

Restrictions often lead to unique and creative advertising strategies, making surrogate ads memorable and impactful.

Expanding Product Portfolio

Surrogate advertising can open new avenues for brands, allowing them to introduce and sell new products.

Conveying Ethics

Surrogate ads can help brands convey their ethical stance and values, creating a positive image among consumers.

Competitive Advantage

Effective surrogate advertising can give brands an edge over their competitors, showcasing their creativity and strategic thinking.

Strategies to Implement Surrogate Advertising

Promotion by Extension

This involves promoting additional products under the brand’s umbrella that can be advertised. For instance, a liquor brand might promote its line of soda or glasses, using the same brand name and logo.

Promotion by Association

This strategy uses visual, aural, or thematic cues to associate the surrogate ad with the restricted product. For example, colors, themes, or jingles that remind consumers of the core product.

Promotion through Television Commercials

Creating engaging TV commercials for surrogate products can capture the audience's attention. High production value and creativity are key here.

Promotion through Sponsorships and Events

Brands often sponsor events or set up kiosks at events to promote their surrogate products. This strategy ensures high visibility and brand recall.

Promotion through PSAs

Public Service Announcements (PSAs) allow brands to promote social causes, indirectly enhancing their brand image. This strategy positions the brand as socially responsible.

Measuring the Success of Surrogate Advertising

To gauge the effectiveness of surrogate advertising, brands use various Key Performance Indicators (KPIs):

Share of Voice (SOV)

This metric measures the brand’s presence in the market compared to its competitors. A higher SOV indicates more market chatter about the brand.

Engagement

Engagement metrics include likes, shares, comments, and retweets on social media. High engagement indicates that the ad resonated with the audience.

Sentiment

Sentiment analysis helps brands understand the overall mood generated by their ads, whether positive, neutral, or negative.

Site Visits

If the ad aims to drive traffic to a website, the number of site visits is a critical KPI.

Conversion Rate

This measures how effectively the ad converts viewers into customers, whether by making a purchase or completing another desired action.

Legal Aspects of Surrogate Advertising

Understanding the legal framework is crucial for creating effective surrogate ads. In India, the Cable Television Networks (Amendment) Act and the Cigarettes and Other Tobacco Products Act (COTPA) 2003 outline the regulations for advertising restricted products. Brands must ensure their ads do not directly or indirectly promote such products to avoid legal issues.

Popular Surrogate Advertising Examples

Kingfisher

Known for its beers, Kingfisher has effectively used surrogate advertising to promote its airlines and mineral water bottles. Their popular jingle and event sponsorships have kept the brand alive in consumers’ minds.

Bagpiper

This whiskey brand promotes soda through its iconic ads, maintaining brand recall without directly advertising alcohol.

Imperial Blue

Famous for its “men will be men” theme, Imperial Blue promotes music CDs through memorable and quirky ads, staying relevant in the market.

McDowell’s

McDowell’s uses the theme of friendship in its surrogate ads, promoting soda with the tagline “No.1 Yaari.”

Royal Challenge

By sponsoring the IPL team Royal Challengers Bangalore, Royal Challenge whiskey has ensured its brand name is widely recognized and remembered.

The Final Word

Surrogate advertising is a creative and strategic approach to maintaining brand visibility in a restricted advertising environment. By understanding and implementing effective strategies, brands can promote their products without violating legal norms. Make sure to collaborate with experienced advertisers and stay updated with legal regulations to create impactful surrogate ads.

Frequently Asked Questions

1. Is it legal to create surrogate ads?

Yes, as long as they comply with the country's regulations, surrogate ads are legal.

2. How will surrogate advertising help my business?

It allows your brand to maintain visibility and recall value without violating advertising restrictions.

3. Should I be concerned with the ethical implications of surrogate advertising?

Yes, it's important to ensure your ads are ethical and sensitive to avoid backlash.

4. Is surrogate advertising an effective long-term marketing strategy?

Absolutely, with creativity and the right strategy, surrogate advertising can create lasting brand recall.

5. What are some popular examples of surrogate advertising?

Brands like Kingfisher, Bagpiper, Imperial Blue, McDowell’s, and Royal Challenge have successfully used surrogate advertising to maintain their market presence.