Synopsis
Pernod Ricard India has launched a new campaign for Ballantine's Soda amidst government warnings against surrogate advertising for alcohol and tobacco. The campaign celebrates corporate aspirations and promotes the brand's unconventional approach. However, this move raises significant public health concerns amid a backdrop of rising non-communicable diseases in India.Key Takeaways
- Pernod Ricard India launches Ballantine's Soda campaign.
- Government warns against surrogate advertising.
- Target audience includes corporate professionals.
- Concerns over public health risks related to alcohol.
- Strict actions promised against non-compliance.
New Delhi, March 11 (NationPress) In spite of the government's strong advisories regarding surrogate promotions for alcohol, tobacco, and similar products, the liquor giant Pernod Ricard India has launched a new campaign for Ballantine's Soda, titled 'Celebrating Corporate Tribe in India'.
Ballantine's is a renowned brand of blended Scotch whisky, crafted by the Chivas Brothers, a subsidiary of Pernod Ricard, located in Dumbarton, Scotland.
The latest advertisement, developed by the agency Ogilvy, specifically targets corporate professionals by acknowledging their aspirations.
The Ballantine's Soda campaign slogan, "Stay True and excellence will always be your side", resonates with the new corporate demographic composed of creators, innovators, and trailblazers.
As stated by Kartik Mohindra, Chief Marketing Officer at Pernod Ricard India, "Ballantine's has consistently taken a non-traditional stance, supporting those who strive to Stay True to themselves".
Earlier this month, the Ministry of Health and Family Welfare (MoHFW) instructed officials associated with the Indian Premier League (IPL) to prohibit all forms of tobacco and alcohol advertisements—both direct and surrogate—during the upcoming cricket season, which is set to begin on March 22.
This ban applies to both stadium environments and live broadcasts on television.
In a communication directed to IPL officials, the Ministry emphasized that "cricket players serve as role models for youth" and that marketing tobacco or alcohol products through them could adversely influence young minds.
In February 2024, the Department of Consumer Affairs, under the Ministry of Consumer Affairs, Food and Public Distribution, announced that stringent action would follow against surrogate advertisements.
"Any ongoing participation in surrogate advertising will be unacceptable," remarked Rohit Kumar Singh, the then Secretary of the Department of Consumer Affairs.
He further stated, "It has been emphasized that rigorous actions will be taken to tackle any instances of non-compliance, with a firm commitment to impose strict penalties on violators."
According to the World Health Organisation (WHO), alcohol is classified as a Class I carcinogen—an agent that can lead to cancer. It also represents a significant risk factor for various non-communicable diseases (NCDs) such as cardiovascular issues, chronic lung diseases, diabetes, and hypertension, which collectively account for over 70% of annual fatalities in India.
As India grapples with a notable rise in these NCDs, such advertisements pose a significant threat to public health.
Last year, the Ministry of Information and Broadcasting advised all endorsers and social media influencers to avoid promoting or advertising, including surrogate advertisements, for offshore online betting and gambling platforms.
Likewise, surrogate advertisements for tobacco—associated with NCDs, cancer, and tuberculosis—also raise critical public health concerns.
A recent study conducted by the ICMR-National Institute of Cancer Prevention and Research revealed that approximately 41% of the advertisements aired during the 2023 ICC Men's Cricket World Cup were surrogate advertisements for smokeless tobacco products.
This study, published in the BMJ, indicates that the tobacco sector is circumventing regulatory frameworks through surrogate marketing of smokeless tobacco. This is particularly concerning as India is a leading producer and consumer of smokeless tobacco, with over 200 million adult users.
