Image Credit - reuters
Carlsberg, one of the world’s largest brewers, does not foresee any drastic changes to the regulations surrounding liquor advertisements in India, according to the company’s CEO, Jacob Aarup-Andersen. This comes amidst reports that India is preparing to introduce stringent rules that could eliminate even surrogate advertising, a common practice used by liquor companies in the country.
India has long enforced a ban on direct advertising of alcoholic beverages, prompting companies to use surrogate advertising—ads that promote non-alcoholic products under the same brand name to keep their brand presence alive. However, the new rules being discussed could impose fines on companies and even ban celebrities from participating in misleading advertisements.
Aarup-Andersen, in an interview with Reuters, downplayed concerns, stating, “It is not our impression that anything is given about a potential advertising ban.” He added that while anti-alcohol groups in India have recently targeted surrogate advertisements, the ongoing consultation process has allowed industry voices to be heard. This has led to a belief within Carlsberg that any regulatory changes will not be as severe as initially feared.
Carlsberg currently promotes its Tuborg brand in India through advertisements for Tuborg drinking water. These ads, featuring Bollywood celebrities at a rooftop party, carry the slogan “Tilt Your World,” which closely resembles Tuborg beer ads seen globally, accompanied by the message “Drink Responsibly.” This method has been a way for the company to maintain its brand visibility while adhering to India’s advertising restrictions.
While the final decision on the new regulations is still pending, Aarup-Andersen expressed confidence in Carlsberg’s ability to adapt to any changes that might occur.
The potential tightening of rules comes as India’s top consumer affairs official indicated that new regulations could be introduced within a month, aiming to curb misleading advertisements and surrogate advertising. Despite the brewing uncertainty, Carlsberg remains optimistic about its operations and marketing strategies in the Indian market.