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Showing posts from November, 2015

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The loopholes in the Indian surrogate advertising norms, lack of pre-screening for radio

Kingfisher until recently had an advertisement running on private radio channels, promoting its newly launched strong beer, Kingfisher Ultra Max. The new 'strong beer' variant from the Kingfisher stable has been brought on to compete with SAB Miller and AB Inbev that already have expensive versions of strong beer, which is the most popular variant among Indian beer consumers.

In the radio ad, the company went ahead with using the word 'beer' several times, only 'beeping' out the word 'beer' in the name of censoring. While the word was beeped out, the Kingfisher ad also contained several suggestive descriptions for the product -- calling it a perfect blend, perfect for a road trip with friends, or a weekend getaway, each time beeping the word 'beer'. It also didn't mention the product they are actually promoting through the ad, like mineral water, music, cassettes and CDs, soda, in the radio ad.

All these are clear violations of the surrogate…

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