Connoisseurs of
alcoholic drinks may call liquor as the seductress among all beverages, and
rightly so for the impact it has upon anyone who gets familiar with a drop of
it. However, the Cable Television Networks (Regulation) Amendment Act of 2000
decided to put some restrictions upon those responsible for brewing up this
rich ale.
The Cable Television
Networks (Regulation) Amendment Act of 2000 came down as a whiplash to all
those who thrived on advertising alcoholic drinks in the country. The Act
banned advertising of any alcoholic drink in the country with sanctioned
penalties for those who would be found guilty of any such marketing. Advertisers however found a very subtle means
of continuing with their advertising campaigns for whiskey or beer brands, and
have surprisingly been active on the television till date. What they did was to
advertise a product other than an alcoholic drink, but under the original
brand’s name. For instance, Haywards came up with their club soda
advertisements while the brand recall factor was helpful in selling the brand’s
beer too. The commercial focuses on giving hope by running along the lines of
“Hausla Ho Buland”.
Nowhere in the
commercial was the word beer mentioned, but the wise know the best….
Kingfisher is yet
another example of innovative advertising of beer with their commercial
promoting either their airlines or their packaged drinking water. In this ad
for instance, Kingfishers chose the most influential faces to promote their
“packaged drinking water”: players of the most popular sport in the country.
Add to that a catchy jingle that one can hum even at work!
Fosters had a pretty
chilled down method of promoting their alcohol with their “Daaaaaaamn Cold
Refreshment” Ad, which like Kingfishers promoted packaged drinking water
through three friends who gulp down packaged water and are immediately
transferred to some snow-covered Himalayan region where they dance
lethargically (but happily) among a troupe of pretty ladies.
Another brand that
knew where it was going with its advertising was Seagram’s who came up with the
“Men will be Men” advertising campaign to promote their “superhit music CD’s”.
Their commercials have a hilarious take on how men will always have a soft
corner for beautiful women. Watch the compilation here:
So, despite a legal
act refraining beer and whiskey companies to advertise within the country, the
television is still bustling with the surrogate advertising these brands have
come up with. One might also be amused to know that some companies even faced
legal action for advertising products that do not even exist! Others have
however outlived any such jurisdiction and continue coming up with wild,
innovative and hilarious ideas to promote their brand’s name time and again.
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