http://www.shanlaxjournals.com 1 SHANLAX International Journal of Management shanlax #SINCE1990 OPEN ACCESS Manuscript ID: MGT-2021-09014098 Volume: 9 Issue: 1 Month: July Year: 2021 P-ISSN: 2321-4643 E-ISSN: 2581-9402 Received: 12.04.2021 Accepted: 25.05.2021 Published: 01.07.2021 Citation: Rout, Debasish, et al. “Impact of Surrogate Advertisement: An Unconventional and Revolutionary Tool of Marketers.” Shanlax International Journal of Management, vol. 9, no. 1, 2021, pp. 1-7. DOI: https://doi.org/10.34293/ management.v9i1.4098 This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License Impact of Surrogate Advertisement: An Unconventional and Revolutionary Tool of Marketers Debasish Rout Assistant Professor, Amity Global Business School, Bhubaneswar, Odisha, India Somabhusana Janakiballav Mishra Assistant Professor, Amity Global Business School, Bhubaneswar, Odisha, India https://orcid.org/0000-0002-1280-3797 Ashamayee Mishra Assistant Professor, Amity Global Business School, Bhubaneswar, Odisha, India Vineet Mehta Amity Global Business School, Bhubaneswar, Odisha, India Abstract Like making mountain out of a mole hill, if right form of advertising is done, we can make small things larger and put it in the right perspective in front of a customer. The customer will be so fascinated with the advertisement, that he will not get scope to realize that he has been completely bowled over. But it is a different thing that some ads are misleading and even sometimes done unethically to sale the prohibited products like tobacco and alcohol. Even some of the famous celebrities of flmdom and sports do not hesitate to endorse surrogate advertising. Direct advertising of the prohibited products has been banned by the govt because of which companies are forced to adopt surrogate advertising. The current study has been undertaken to examine the useful and antagonistic effect of surrogate advertising on the youth of Bhubaneswar city with more than 100 responses. Keywords: Surrogate, Endorsement, Impact, Familiarity, Celebrity Introduction Advertising is currently a part and parcel of everybody’s life. In the current time, commercial promotion contributes gigantically to the modernization of the economy by enhancing the business and trade of different nations. The sole point of promotion is to introduce and impart another item in the market zeroing in on focused buyers fnancially. Along these lines, a decent ad helps in building a decent brand picture and brand personality in the psyche of buyers. Basically, the target market of ads are consumers and business. Advertisements try to position a brand in the mind of the customers. As famous marketers Jack Trout and Al Ries have quoted “Differentiate or die” in their book “Positioning: The Battle for Your Mind”, every company try to differentiate their products from their competitors by taking different paths to make their product visible to the customers, viewers in different advertising mediums, electronic medias. Out of several paths surrogate advertising is one way of promoting some products which have been banned to advertise directly like cigarettes, tobacco, liquor, pan masala etc. Normally the brands which sell these products are Gold Flake, Wills Lifestyle, Mc Dowell’s, Imperial Blue etc.