Why is it that the I&B ministry is doing nothing about the many surrogate liquor ads that get aired on prime time television these days?

Anil Thakraney

Surrogate liquor ads have gone through the roof. Once again. I recall some years ago the I&B ministry had come down heavily on surrogate ads, and the liquor kings went into hiding for a while. But as no one's watching anymore, the brands are having a free run with these fake ads. So much so, that they have begun to publicly slam one another, as it recently happened between the makers of Royal Stag and McDowell's.

For the benefit of the teetotalers, this is what happened: Cricketer Harbhajan Singh's mom dashed off a legal notice to Vijay Mallya's UB Spirits, accusing the latter's brand of making fun of her dear puttar. The commercial in question features Mahendra Singh Dhoni, and is for UB's McDowell's No.1. The advert spoofed rival brand Royal Stag's commercial which features Bhajji.



Royal Stag's TVC has Bhajji refusing to work in his dad's boring ball bearings factory, and opts for a cricket ball instead. He 'makes it large' and goes on to become a cricket star. The McDowell's ad copied the commercial and had fun with it. In this one, a Bhajji look-alike hates working in his dad's ball bearings factory. And out of frustration, makes the ball bearings really large, and gets thrashed by papaji. Cut to Dhoni who asks us to forget large, and instead try something different.



Initially, daaru king Mallya refused to withdraw his ad. His tweet suggested that the rival liquor company was behind the brouhaha, and they were firing over Bhajji's mom's shoulder. But he later had a 'change of heart' and pulled the ad; probably realising that the controversy was only drawing attention to the surrogate ads.
 
It is very clear that both the brands benefitted from the media noise that followed. So cheers to them! However, the issue goes beyond the two brands. Why is it that the I&B ministry is doing nothing about the many surrogate liquor ads that get aired on prime time television these days? Under the guise of soda, playing cards and other fraudulent products. Even a fool knows what really is being advertised out here. And these guys had the cheek to publicly fight it out with each other!

I suppose it's the same old desi political story at play here. Loaded, powerful liquor lobbies have ensured that the netas keep shut. And this charade will go on till some busybodies file public interest litigations, and the media picks up the story. And then they will go off the air for a bit. Only to return again. With a bang.
 
Anyway, I am in the midst of enjoying my McDowell's No.1 soda, so I better end this piece. Hic!