The War Between Detergent Giants Hindustan Unilever (Hul) and Procter & Gamble (P) Continues

The war between detergent giants Hindustan Unilever (HUL) and Procter & Gamble (P&G) continues. pic This ad is special as it is b ar(a) stupid. However, a recent ad on TV takes a localize dig on the enemys merchandise which is not something that has been seen on the Indi-Ad scene. The indirect references in ads have been in plenty alone never ever I have seen such a direct fervidness. If you are familiar with zoom ads, their USP has been to highlight the superior technology which make the clothes more vacuous/bright as compared to the otherwise detergents.The new com escape that I am referring to has been started by Rin, a product of Hindustan Unilever Limited. It is a direct brush up on the scend Naturals product by Procter & Gamble. Note that when I say a direct attack it means an uncensored opthalmic shows the competitor product and thus highlights how the other product is better and so the former. The sequence of the ad is as follows 1. Two ladies are standing on a bus stop, beat lag to pick their kids from their school bus. 2. Both are carrying their shopping basket/bag with them. 3. Lady 1 has Tide Naturals in her bag. 4.Lady 2 has Rin in her bag 5. Both ladies have a look at each others bag and Lady 1 boasts that Tide has a good perfume and provide better naturalness/brightness to the clothes 6. In the meantime, the school bus arrives and its shown that the white shirt of Lady 2s kid is strikingly brighter and whiter then the Lady 1s kid. 7. Lady 1 gets astonished by the whiteness seen. 8. Lady 2s kid reacts by asking he mother, as to why is the other lady so observant and amazed 9. in that respect is a dis directer during the ad that the analysis has been do by an independent agency 10.Its then claimed that now there is promotional value of Rs. 25 on Rin as opposed to the earlier Rs. 35. As you can notice, there is a direct mention of the competitor product along with the visuals. Earlier we had seen, how a row was created when On ida referred to Nokia in its ad though indirectly . This one seems to be an absolute direct attack. It is difficult to say if the ad will continue on TV. Tide would definitely come bulge with a protest. However, I think the damage is already done. The main point around the reduced price of Rin would definitely catch the consumers eye benefiting HUL.The ad is as given below The gloves are off, and it seems a bare-knuckle fight between consumer product majors Hindustan Unilever and Procter & Gamble is inevitable in the market. HUL has landed the source garget on Cincinnati-headquartered P&G on contrast, in front of millions of viewers on primetime television. In the first feed of its kind by HUL, the latest on- radiate communication of homecare brand Rin has openly taken on bear upon P&Gs Tide, without the typical airbrushing or pixellation to hide the rival brand advert on TV.The Rin washing powder commercial, which went on air on Friday, claims to be a better tint product i n comparison to Tide. The visual clearly shows a variant of Tide, Tide Naturals, shown against Rin with the audio face Tide se kahin behatar safedi de Rin (Rin gives better whiteness than Tide). Within a day of its going on air, the campaign has landed up in judicial system. A source at HUL said its rival has gone to court and everyone at HUL has been asked not to speak almost the ad. I have not even seen the advertisement, said a person in the sales aggroup handling Rins marketing. But we have been told not to gloss on anything. However, the HUL spokesperson said, This advertisement reinforces the call in to Rin consumers that Rin delivers superior whiteness. This claim is based on laboratory tests done through globally accepted protocols in independent third-party laboratories. People close to the action said the HUL move comes as the company was worried about the Tide variant eating into Rins pie riding on superior quality attributes. Earlier, skirmishes between the 2 co mpanies were always restricted to disguised comparative advertising or matching each others price cuts in the market.This time, however, HUL has decided to engage P&G directly, backed by laboratory data and assay-mark of a superior quality product. The company realised there was some confusion in the minds of Rin consumers because of the rival offering at a lower price. So HUL decided to take on competition openly, a person said. When asked about the likely response to the ad, a P&G spokesperson said, We are aware of a disparaging advertisement on air against one of our brands. We will, however, continue to stay focused on outgrowth our share via delighting consumers and focusing our communication on the benefits of our brand. A market expert said the HUL commercial was strategically timed to coincide with the long weekend thus giving the Anglo-Dutch company enough air time to show the commercial. Even if P&G decides to take any action against HUL, the TV commercial running on pr ime time has already got enough visibility in the past few days. Industry observers are now watching with pastime P&Gs possible response to such a blatant claim by a rival. While some are talking about a possible lawful recourse, other school of thought envisages P&G opening up another front against HUL by victorious on Surf.The war between FMCG giants Hindustan Unilever and Procter & Gamble intensified with the two seeking legal redressal alleging foul extend on detergent powder advertisements. HUL, which has been asked by advertising watchdog ASCI to respond to complaints of disparaging the rival product Tide in its Rin ad, got a boost from an order by Madras High romance directing P&G to modify its Tide ad. Meanwhile, P&G moved Calcutta High Court yesterday against HUL for displace out a disparaging advertisement against Tide. We are aware of the disparaging advertisement on air against Tide Naturals and have filed a case against the same, a Procter and Gamble spokesper son said. The matter is currently universe heard in the court and we are not in a position to comment on the outcome, the spokesperson added. HULs Rin TV commercial, which went on air on February 26, claims that it is better than Tide, with a tagline Tide se kahin behatar safedi de Rin. Until now, it has been uncommon for Indian companies to compare rival brands by naming and/or attacking them directly in advertisements. jibe to the latest January report by Morgan Stanley, Rin has lost as much as 25 basis points in market share while Ps Tide has gained 60 basis points. HUL has already reduced prices of Rin to arrest the decline. In its case HUL has challenged P&Gs claim in an advertisement that Tide contains natural ingredients like lemon and chandan. The Court on March 1 passed an order asking P to mod he gloves are off, and it seems a bare-knuckle fight between consumer product majors Hindustan Unilever and Procter & Gamble is nevitable in the market. HUL has landed the first punch on Cincinnati-headquartered P on air, in front of millions of viewers on primetime television. In the first move of its kind by HUL, the latest on-air communication of homecare brand Rin has openly taken on rival P Tide, without the typical airbrushing or pixellation to hide the rival brand name on TV. The Rin washing powder commercial, which went on air on Friday, claims to be a better quality product in comparison to Tide.The visual clearly shows a variant of Tide, Tide Naturals, shown against Rin with the audio saying Tide se kahin behatar safedi de Rin (Rin gives better whiteness than Tide). Within a day of its going on air, the campaign has landed up in court. A source at HUL said its rival has gone to court and everyone at HUL has been asked not to speak about the ad. I have not even seen the advertisement, said a person in the sales team handling Rins marketing. But we have been told not to comment on anything. However, the HUL spokesperson said, This advertisement rein forces the promise to Rin consumers that Rin delivers superior whiteness. This claim is based on laboratory tests done through globally accepted protocols in independent third-party laboratories. People close to the action said the HUL move comes as the company was worried about the Tide variant eating into Rins pie riding on superior quality attributes. Earlier, skirmishes between the two companies were always restricted to disguised comparative advertising or matching each others price cuts in the market.This time, however, HUL has decided to engage P directly, backed by laboratory data and certification of a superior quality product. The company realised there was some confusion in the minds of Rin consumers because of the rival offering at a lower price. So HUL decided to take on competition openly, a person said. When asked about the likely response to the ad, a P spokesperson said, We are aware of a disparaging advertisement on air against one of our brands. We will, however, continue to stay focused on growing our share via delighting consumers and focusing our communication on the benefits of our brand. A market expert said the HUL commercial was strategically timed to coincide with the long weekend thus giving the Anglo-Dutch company enough air time to show the commercial. Even if P decides to take any action against HUL, the TV commercial running on prime time has already got enough visibility in the past few days. Industry observers are now watching with interest P possible response to such a blatant claim by a rival. While some are talking about a possible legal recourse, another school of thought envisages P opening up another front against HUL by pickings on Surf. ify the ad.