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

The war between detergent giants Hindustan Unilever (HUL) and Procter & attempt (P&G) continues. pic This ad is special as it is plain stupid. However, a recent ad on TV takes a direct dig on the competitors w ar which is not more or lessthing that has been seen on the Indi-Ad scene. The indirect references in ads have been in plenty but never ever I have seen much(prenominal)(prenominal) a direct struggle. If you are familiar with soar ads, their USP has been to highlight the captain technology which make the clothes more white/bright as compared to the more or less some other detergents.The new campaign that I am referring to has been started by Rin, a product of Hindustan Unilever Limited. It is a direct attack on the Tide Naturals product by Procter & Gamble. Note that when I say a direct attack it means an uncensored visual shows the competitor product and then highlights how the other product is better then the former. The sequence of the ad is as follows 1. twain l adies are standing on a bus stop, waiting to plonk their kids from their aim bus. 2. Both are carrying their shopping basket/dish with them. 3. wench 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 obedient fragrance and provide better whiteness/brightness to the clothes 6. In the mean meter, 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. There is a dis bringer during the ad that the analysis has been done by an independent execution 10.Its then claimed that presently in that location is promotional price 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 a coherent with the visuals. previ ous we had seen, how a row was created when Onida referred to Nokia in its ad though in at one time . 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 unwrap with a protest. However, I think the damage is already done. The main hitch about the reduced price of Rin would definitely catch the consumers centre of attention 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 merchandise. HUL has come the first punch on Cincinnati-headquartered P&G on atmosphere, in front of millions of viewers on primetime television. In the first scarper of its benign by HUL, the latest on- zephyr communication of homecare soft touch Rin has openly taken on couple P&Gs Tide, without the typical airbrushing or pixellation to hide the rival brand name on TV.The Rin washing pulveri zation mercenary, which went on air on Friday, claims to be a better gauge product in resemblance to Tide. The visual clearly shows a translation of Tide, Tide Naturals, shown against Rin with the audio reflection 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 tell its rival has gone to court and everyone at HUL has been asked not to speak about the ad. I have not blush seen the ad, said a psyche in the sales team discourse Rins marketing. But we have been told not to comment on anything. However, the HUL translator said, This advertisement reinforces the promise to Rin consumers that Rin delivers superior whiteness. This claim is based on science laboratory tests done through globally judge protocols in independent third-party laboratories. populate close to the action said the HUL dissemble comes as the fraternity was disordered about the Tide vari ant take in into Rins pie riding on superior quality attributes. Earlier, skirmishes between the two companies were always restricted to draped comparative advertising or twinned each others price cuts in the market.This time, however, HUL has decided to choose P&G directly, backed by laboratory data and documentation of a superior quality product. The company realised there was some confusion in the minds of Rin consumers because of the rival crack at a degrade 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 cognizant of a knock advertisement on air against one of our brands. We will, however, continue to stay focused on growing our voice 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 frankincense giving the Anglo-Dutch company comme il faut air time to show the commercial. veritable(a) if P&G 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 ceremonial occasion with interest P&Gs possible response to such a blatant claim by a rival. While some are talking about a possible legal recourse, some other school of thought envisages P&G opening up another(prenominal) front against HUL by taking on Surf.The war between FMCG giants Hindustan Unilever and Procter & Gamble intensified with the two seeking legal redressal alleging foul play 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 tack by Madras High Court directing P&G to transform its Tide ad. Meanwhile, P&G moved Calcutta High Court yesterday against HUL for putting out a disparaging advertisement against Tid e. We are aware of the disparaging advertisement on air against Tide Naturals and have filed a case against the same, a Procter and Gamble spokesperson said. The matter is currently world 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 rare for Indian companies to compare rival brands by naming and/or attacking them directly in advertisements.According to the latest January report by Morgan Stanley, Rin has lost as much as 25 basis points in market portion while Ps Tide has gained 60 basis points. HUL has already reduced prices of Rin to capture 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 reinforces 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 taking on Surf. ify the ad.