SRK, Ajay Devgn get notice on surrogate ads: How banned brands stay ‘cool’ through legal loopholes

The Maharashtra Food and Drug Administration (FDA) recently issued notices to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over a Vimal Elaichi advertisement, citing that the campaign associates Vimal Pan Masala, which is banned in Maharashtra. Surrogate advertising has evolved from tactics like club soda and music CDs to festivals, sponsorships, social media, and celebrity partnerships.

The advertisements indirectly promote the brand while avoiding the restricted product. Prahlad Kakar, an ad filmmaker, argues that surrogate advertising is deceptive and unethical, requiring a sophisticated, aspirational approach to appeal to consumers. It remains effective at protecting market share and maintaining brand relevance, despite the inherent contradiction in advertising rules.