Published Paper Details:

Surrogate advertising is one of the emerging ethical issues in advertising in India. This is used as a strategy to advertise products like liquor or tobacco advertisement of which otherwise, is banned in our country. It relates to advertising by duplicating the brand image of one product extensively to promote another product of the same brand. When consumers look at these advertisements, they associate these with banned products. Hence, such products are indirectly advertised, and therefore, influence their behaviour. The surrogate could either resemble the original product or could be a different product altogether, but using the established brand of the original product. The sponsoring of sports/ cultural/leisure events and activities using a liquor brand name also falls in the same category. This paper examines the various factor of surrogate advertising like evolution of surrogate advertising, their impact, and emerging trends in surrogate advertising, increased awareness. This paper will also study the influence of Surrogate advertisements on youth. Is the youth identifying the original product being advertised and will they purchase the original product by viewing such advertisements. Is the young generation also fascinated by the celebrities endorsing such events and products will be the main focus of this study.