A controversy broke out over a Vimal Elaichi ad displayed at a Noida metro station on Friday when a commuter questioned the display, calling it a "surrogate promotion" for Vimal Pan Masala.
User Saransh Sagar, a digital marketer and public speaker, posted pictures of the ad on X (formerly Twitter) tagging DMRC. He mentioned in the tweet that such advertisements "damage the dignity and decorum" of the Metro and relate to "intoxicating substances that can easily make a person addicted"
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In the post, Sagar wrote, “Is this promotion happening at Noida Electronic City Metro Station with the permission of Delhi Metro? These are relatives of such intoxicating substances that a person can easily become an addict or dependent by consuming them! Please do not spoil the dignity and prestige of the metro by putting up such promotions @OfficialDMRC @noida_authority.”
The ad, featuring the Vimal brand logo, is part of a long-running debate over surrogate advertising - a marketing strategy used to promote restricted or banned products like tobacco, pan masala, and alcohol in the guise of permissible items like elaichi or bottled water.
DMRC clarifies stand
In response, DMRC said the advertisement in question does not violate its advertising policy. "The advertisements mentioned above are not included in this restricted list," DMRC replied on X. It further explained that Delhi Metro rents out ad spaces across stations and trains for revenue generation; it has a clear "restricted list" of product categories that are not allowed under its license agreements.
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DMRC wrote, "Namaskar, Thank you for your suggestion. The Delhi Metro rents out advertising space in metro stations and trains to increase its revenue. The license agreement includes a 'restricted list,' which covers items that cannot be advertised. The advertisements mentioned above are not included in this restricted list. Additionally, for any suggestions or questions, you can write to us at https://pcms.dmrc.org/careqr/.”
While the DMRC clarification is in line with existing advertising norms, surrogate advertising has come under increasing attack across sectors for blurring ethical and regulatory lines, Hindustan Times reports. Brands selling products like tobacco and alcohol commonly advertise other items under the same brand name to maintain visibility and recall.
