Advertisements often feature products such as cardamom, water, or music in television commercials, yet when consumers see the brand, they recall a completely different product. This phenomenon is called 'surrogate advertising.' In this type of advertising, there is no direct promotion of the product or service that is subject to restrictions; instead, another product associated with the same brand, logo, or recognition is used.
Recently, the issue of surrogate advertising has once again attracted public attention. The Maharashtra FDA issued notifications to Shahrukh Khan, Ahaj Devan, and Tiger Shroff regarding advertising campaigns related to the Vimal product. The department claims that promotion conducted under the guise of cardamom may help strengthen the recognition of the banned panadol.
Simply put, if a company has a product whose direct display in the media is prohibited, the company can bring another product to the market under the same brand name, such as cardamom, mouth freshener, sparkling water, or mineral water. Then, this second product is promoted in the advertisement. However, the style, packaging, logo, colors, and the brand name itself are structured in such a way that the viewer instantly associates it with the banned product.
This tactic is also observed in the alcohol sector: a strong drink brand can be advertised through water or soda. Similarly, tobacco and panadol brands can use advertisements for products like cardamom or mouth fresheners. Thus, one product is presented on the surface, but the brand recognition evokes associations with another product, which defines the term 'surrogate' or indirect advertising.
Ahaj Devan has long appeared in Vimal advertisements. In April 2024, Tiger Shroff also appeared in the Vimal cardamom advertisement along with Shahrukh Khan and Ahaj Devan. This campaign became part of the discussion about surrogate advertising concerning a brand associated with panadol.
Subsequently, in March 2025, the District Consumer Disputes Redressal Commission in Jaipur issued a notice to Shahrukh Khan, Ahaj Devan, and Tiger Shroff regarding alleged misleading Vimal advertising. Currently, in August 2026, the matter has become a subject of discussion again due to the actions of the Maharashtra FDA. The FDA accused that the Vimal cardamom advertisement could indirectly contribute to increasing the recognition of the banned panadol, requesting explanations from the artists involved in the promotion.
The main goal of such advertising campaigns is to maintain a constant presence of the brand in the minds of consumers. If direct marketing of the product is not possible, the company can promote it under the guise of another product using the same name. This ensures that the name, logo, and overall identity of the brand regularly come into the audience's sight. For example, if mineral water with the logo and name of an alcoholic brand is shown on television, viewers may associate this brand with alcohol.
There is active debate surrounding this issue. Critics point out that such methods allow bypassing loopholes in existing regulations and indirectly promoting prohibited goods. Furthermore, there is serious concern regarding public health. If the branding of products such as tobacco or alcohol is constantly present through other goods, it can strengthen brand recognition and contribute to its consumption being perceived as commonplace.
Another problem is that it can be difficult for the average buyer to understand exactly what product is being advertised. Although cardamom or mouth freshener may be shown on screen, the brand recognition might be linked to a completely different, prohibited product.
