Why do alcohol companies advertise for Music CDs? From Carlsberg glasses to Mcdowell’s No 1 yaari, let's find it out

Isn’t it fascinating that the liquor brands advertise products like glasses, soda, cassettes, CDs and Cards but not their actual products like Beer, Whisky, Rum and Vodka

Ban on Liquor advertisements

The Indian Ministry of Health banned the advertising of tobacco and liquor products since 1995. Indian government believed that these products are degrading mental health and making Indians lazy. The idea failed and yielded a new form of advertisement in India.

Surrogate advertising

In Layman’s terms, surrogate advertisement is used to promote banned products like cigarettes and alcohol, in the disguise of another product. The origin of surrogate advertising takes us to Britain. Housewives protested against liquor advertisements because they lured their husbands. This 'Jugad' helped liquor companies to use their witty ideas.

Loopholes

How could the billion-dollar companies resist themself from promoting their product? They want their brand name printed inside the head of consumers. Finally, a loophole was discovered.

Liquor companies started to surrogate objects like CDs, mineral water, sodas, cassettes, awards, golf accessories, glasses and cards. They cracked the legal barrier without any hurdles.

Kingfisher

'Fly the Good Times' was way ahead of the competitors. Its airlines and Calendar girls were already famous. Kingfisher sponsored events and sports franchises. They came up with a unique idea to lure its biggest audience, the one in the ’20s. Indian youths are addicted to Web Series. So they sponsored ‘Pitchers’ by TVF.

“Tu Beer Hai” is the tagline everyone can relate to, and kingfisher smartly promoted their beer.

Carlsberg

'If Carlsberg did boardrooms…’ and 'If Carlsberg made glasses….’ are heard in its commercial. If you still think that Carlsberg makes only soda and glasses, you are a non-drinker.

Imperial Blue

'Men will be Men' is what every man can relate to. They used the song 'Pyar ki rah mein……’ to promote its Superhit music CDs resulting in the promotion of its liquor. No idea about liquor, but Imperial Blue make great ads, recall the lift one featuring Disha Patani.

Be it McDowell’s ‘No. 1 Yaari’, Haywards 5000 Soda’s Hausla Buland, Bacardi’s House Party, Bagpipers soda or Smirnoff’s Cassette and CDs , the advertising strategies of liquor companies are amazing. They found the way out and successfully managed to keep advertising their brands in the name of CDs, parties, awards and sponsorships.

We talked a lot about liquor, but we can’t ignore the creative Pan Masala ads by Indian companies.

Pan Bahar hired Pierce Brosnan as James Bond, the Hollywood actor, just to promote their Pan Masala. India never forgets to amaze us. Remember, 'Dane Dane mein hai Kesar ka dum’.

Hope you found the article interesting and enjoyed reading it. Comments and suggestions are welcomed. Have a great day ahead.

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Written by: Pratik Choudhary