EFFECT OF SURROGATE ADVERTISINGIIN ALCOHOLIINDUSTRY

Advertisements areiuseditoiget theiattentioniofipeopleithereby formingia distinct image in one'simind. Alcohol and cigarette advertisementsiwere found toihave severe impaction people due to increased consumption rate. So Indian igovernmentibannedialcoholiand cigarettiadvertisementsiin1995i(Nathwani 2016)[6].iThisigaveibirthitoitheiriseiof isurrogateiadvertisementsiiniIndia.iSurrogat iadvertisementii iaiformiofiadvertisementiusedit iadvertiseibanned products ibyireplacing them withia surrogateiproduct. In India weicanifind many surrogate advertisements like Bacardi iusing imusic CD's,iMcDowell's and Bagpiper using soda wateriasisurrogate to promoteiits alcoholic iproducts. The purpose io ithisistudyiisito study the howisurrogate advertisementihasievolved,iincidentsileadingito irise iof iit,ieffect iof isurrogate iadvertisementiiniIndia.iHowithese advertisementsican effectiyouth,iwhethe theyiareiinfluenced byithe role models ipitchediinitoiadvertise theibrand.