• Dr. Amar P Narkhede
• Prof. Amlan Mitra

Many tiny things have grown in importance thanks to effective advertising. Yes, advertising have a significant impact on our lives since they inform consumers and raise their consciousness. However, certain advertisements are alleged to promote hazardous and misleading goods, leading to their exclusion from the media. A new trend known as "Surrogate Advertisements" has emerged as a loophole challenge to the government's action, but the firms' large investment has forced them to reinstate it. Due to the legal restriction of such things (alcohol beverages, cigarettes, and tobacco products), this practice gained traction. The goal of the current study was to examine the positive aspects of surrogate advertising and its effects on consumer purchasing behavior and company brands. Thus, for this inspection, the necessary information was gathered from 110 respondents utilizing a thorough, open-ended questionnaire that underwent judgmental sampling. Additionally, the Weighted Factor Method along with the Ranking Method and Karl Pearson's Chi Squared test were utilized to provide potential study-related recommendations. The question of "How the surrogate advertisements have become a pioneering trend in the current scenario" thus seems to be pertinent to the study. What makes this study even more intriguing is the question of "How it has proven to be a boon for the marketers."

Surrogate Advertising, Brand Image, Awareness, Tobacco & Alcoholic beverages, Familiarity.

"Surrogate Advertising- A way of Branding Unwholesome Products", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.n453-n461, April-2024, Available :http://www.jetir.org/papers/JETIR2404D55.pdf

"Surrogate Advertising- A way of Branding Unwholesome Products", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppn453-n461, April-2024, Available at : http://www.jetir.org/papers/JETIR2404D55.pdf