Surrogate Advertising: Strategies and Indian Market Impact
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What is Surrogate Advertising?
In advertising, not all products can be promoted openly due to legal, ethical, or social restrictions. To bypass these limitations, companies use a strategy known as Surrogate Advertising.
Meaning of Surrogate Advertising
Surrogate Advertising refers to promoting a banned or restricted product (like alcohol, cigarettes, or tobacco) under the guise of another product from the same brand.
It involves creating brand visibility by advertising a legally allowed product (like music CDs, soda, or bottled water) using the same brand name, logo, color scheme, and design as the restricted product.
Examples of Surrogate Advertising
Bagpiper Club Soda → Promotes Bagpiper whisky
Kingfisher Mineral Water / Calendar / Airlines →