In the ongoing ICC Champions Trophy 2025, the sponsors’ list evokes joy and concern. On the positive side, we are pleased to see Sobha Realty, the international luxury developer owned by Keralite entrepreneur PNC Menon, as a global partner. However, our concern arises from including Royal Stag, a liquor brand, as an official supporter. This is particularly troubling given that alcohol, liquor, and pan masala brands are prohibited from sponsoring sports events in India.

On the cricket field, sponsors are given prime visibility for their names laid out on carpets on the field. Premier partners receive prime placement behind the wickets, while global partners have their branding displayed along the sides of the pitch. Additionally, sponsors’ names appear in turn on the LED advertisement boards surrounding the boundary rope. As an official supporter, Royal Stag also receives display time, though for a shorter duration than the partners.

Furthermore, four brands under Pernod Ricard, the parent company of Royal Stag, are advertised during matches.

The advertisement features a stage show, leaving us curious about the product being promoted. If we pay close attention, the final shot reveals Blenders Pride Packaged drinking water Fashion tour.

This advertisement showcases a chill-out party for the youth, rather than a fashion show; only the final shot indicates Blenders Pride Packaged drinking water Glitz and Glamour.

The ads above are strips inserted into the ongoing coverage of the match. The first is Ballentine soda, and the next is Chivas perfume, marked with a white circle to draw your attention.

Blenders Pride, Ballantines, and Chivas are three whisky brands under Pernod Ricard, the parent company of Royal Stag. While the products mentioned include bottled water, soda, and perfume, they are all associated with these whisky brands. This marketing strategy, where one product is used to promote another product of the same name, is known as surrogate advertising. This is done to bypass the ban on advertising liquor, tobacco, and other harmful products.

This strategy is increasingly adopted by many companies. It represents a proxy war against the laws designed to ban them. The broadcast of cricket matches is the ideal platform to implement this strategy. We encountered four such ads during the World Test Series played between India and Australia from November 2024 to January 2025 in Australia.

The advertisement showcases young people enjoying themselves, with the final shot revealing that it promotes Jack Daniel’s merchandise, ultimately supporting the well-established whisky brand.

The advertisement begins with the signboard of Oaksmith Style Studio but concludes with the logo of Oaksmith Gold packaged drinking water and the tagline “Peg it higher.” The visuals do not correspond with the product, which serves as a surrogate for the well-established whisky, Oaksmith Gold.

The advertisement is centered around the theme “To the Brim.” It showcases young people participating in various adventures while enjoying the branded bottled water. In this context, drinking water symbolizes the whisky for which the Teacher’s brand is well-known.

Presented as a film director’s shooting scene, this displays Elachi mouth freshener under the brand Director. However, it serves as a surrogate advertisement for Director’s Special Whisky.

This cricket season, there was a noticeable absence of endorsements for Pan Masala by movie and cricket celebrities, which were prominently featured during last year’s IPL. These products are often marketed as mouth fresheners, although they are essentially pan masala, which contains tobacco—a banned substance in India. It seems that such advertisements may be reserved exclusively for the IPL.

The two advertisements above appeared in India Today’s February 24, 2025, issue. At first glance, they may seem harmless, but a closer look reveals more. The advertiser is Radico Khaitan Limited, known for its tagline “Spirit of Excellence.” This company offers a variety of alcoholic beverages, including whisky, rum, brandy, gin, and vodka.  Ad one features a caricature of a distillery, highlighting the company’s history as the oldest brewery in India, established in Rampur in 1943. The product being advertised is Bar souvenirs. Coincidentally, Radico manufactures Rampur Indian Single Malt Whisky, which leads to speculation about the true intent of the advertisement.

The product featured in the second advertisement is Royal Ranthambore Premium Glassware, and it has a picture of Saif Ali Khan holding the branded glass tumbler. According to news from business pages, the company plans to launch Royal Ranthambore Whisky through the Canteen Stores Department (which serves defense personnel and ex-servicemen) starting on February 20, 2025. The premium glassware advertised serves as a surrogate for the whisky of the same brand.

REGULATION ON SURROGATE ADVERTISING

The Advertising Standards Council of India, founded in 1985, is a self-regulating organization (SRO) for advertising content. The three main constituents of the advertising industry, advertisers, advertising agencies, and media, came together to form this independent SRO. ASCI aims to maintain and enhance the public’s confidence in advertising. It is a non-governmental body with due recognition. Below is one code set by ASCI in this field..

According to ASCI guidelines, if a brand reports an annual sales turnover of Rs 5 crores or above, it will be considered genuine, and the advertisement will not be classified as a surrogate. This is the litmus test. For instance, if Teacher’s packaged drinking water reports annual sales of Rs 5 crores or more, its advertisement will not fall under surrogate advertisements.

FLASHBACK

In 2015, I submitted a complaint to ASCI on the advertisement for Blenders Pride shown below.

Once we expand the left margin, we see

My complaint was that this was a surrogate advertisement.

The response from ASCI

The company did not provide annual sales figures, leading to the ASCI ruling that the advertisement is a surrogate. The advertiser was instructed to withdraw or modify the ad by a specified deadline.

2025

I filed complaints on the ASCI website regarding the 11 cases mentioned above. However, except for one case, none have progressed further. I received a telephone call informing me that the four complaints on those streamed during the Indian cricket team’s tour of Australia were over six months old and would not be considered for review. This leaves before us several questions.

The ASCI’s response clarifies that advertisements from sponsors in stadia and during telecasts are outside the scope of ASCI codes.