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How Kingfisher found a way around advertising norms in India to promote new beer

DNWEB13564 | 11/25/2015 | Author : Collin Furtado | WC :1587



 The Kingfisher Ultra Max radio ad case reveals the loopholes in the Indian surrogate advertising norms, lack of pre-screening for radio ads.

Kingfisher until recently had an advertisement running on private radio channels, promoting its newly launched strong beer, Kingfisher Ultra Max. The new 'strong beer' variant from the Kingfisher stable has been brought on to compete with SAB Miller and AB Inbev that already have expensive versions of strong beer, which is the most popular variant among Indian beer consumers.

In the radio ad, the company went ahead with using the word 'beer' several times, only 'beeping' out the word 'beer' in the name of censoring. While the word was beeped out, the Kingfisher ad also contained sever
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