The Delhi government has lifted its policy of not allowing sale of liquor brands advertised on television in the state. The doing away of the ban became effective on 3 January and it is expected to lead to a flurry of brand launches in Delhi.

The Delhi government had earlier disallowed liquor companies, which were advertising their products on television from selling them in the state by revoking their licence. Or it had given them the ultimatum of stopping their commercials if they wanted to continue to sell their brands. This was done under the directive of the Excise Commissioner. The government took the decision to revoke its ban after considering the fact that other state governments too were strictly implementing their fiats. 

Some companies chose to continue to advertise and had their products banned but these were brought in surreptitiously from neighbouring states. Some continued to sell but gave up advertising on television. Liquor brands spend more than Rs 2,000 million each year on promotions and marketing. Some of that money which was being locked up is likely to find its way back into television channels coffers.