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Image used for representative purposeAlcohol advertising may be banned in India, but marketers are still finding ways to leverage digital marketing to reach relevant audiences.
The Cable Television Networks (Amendment) Rules prohibited television channels from broadcasting any advertisement which directly or indirectly promotes the sale or consumption of liquor, wine, cigarettes and tobacco products. These Rules are a direct result of The Cable Television Network Act of 1995. The Rules permitted that alcohol brands could use surrogate means of advertising by using brand extensions (such as music CDs or packaged drinking water) in their advertisements.
However, in 2022, the government came out with a ban on surrogate advertising. A new clause was introduced under the Central Consumer Protection Authority (CCPA) guidelines titled ‘Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022’. This clause stated that –
No surrogate advertisement or indirect advertisement shall be made for goods or services whose advertising is otherwise prohibited or restricted by law, by circumventing such prohibition or restriction and portraying it to be an advertisement for other goods or services, the advertising of which is not prohibited or restricted by law.
However, alcohol brands are still free to leverage digital marketing in a bid to reach the right audiences. Digital marketing allows marketers to take a more targeted approach when it comes to designing and creating communications for their audiences. Brands also leverage on-ground associations with events in order to create familiarity and recall.
One of the ways that alcohol brands leverage digital marketing is by creating content on social media as well as collaborating with content creators. The brands we spoke to for the purpose of this article admitted that they shied away from using performance marketing to reach…
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