ICC Cricket World Cup 2023 attracts surrogate advertising from alcohol brands
Posted on October 14, 2023 in Diageo, Diageo, Deception, IN, INDescription:
The ICC Cricket World Cup 2023 has attracted sponsorship from major alcohol beverage brands, including Bira91, Royal Stag, Jacob’s Creek, Pernod Ricard India, Kingfisher, Black & White, and Diageo.
These brands are using surrogate advertising tactics, presenting non-alcoholic products in alcohol-like packaging, to promote their alcoholic beverages subtly. The advertising includes immersive AI-led fan experiences and strategic placement of brand messages during live streaming.
Despite a ban on liquor advertising since 1995, alcohol brands persist in using surrogate advertising channels in India.
- Brand: Royal Stag, Bira 91, Jacob’s Creek
- Company: Pernod Ricard, Diageo