Ad-Wars

INTRODUCTION

Sales promotion technique that compares the product or services with those of other competitors.

specially designed to highlight the advantages of the goods or services offered by the advertiser as compared to those of a competitor.

It is designed to highlight the advantages of the goods or services offered by the advertiser as compared to those of a competitor.

Ad-Wars Reasons

To generate attention and larger number of views.

To make certain claims that they are better than their competitors.

A creative way to show that competitors claims are not sensible.

HORLICKS COMPLANGlaxoSmithKline

Consumer HealthCare (GSK)

since 193050% Market shareHealth Food Drink“HAPPONG , OPPANG,

CHAPPONG”

Heinz India Since196415% Market shareHealth Food Drink“with 23 nutrients”

How War Started !!!

2004 - Complan depicted a growing cup, taller than the other two cups

GSK- Plaintiff , HEINZ INDIA- DefendantAugust, 2004-civil suit-Madras High CourtAllowed comparative cups without any letterASCI guidelines says, “ads should not mislead

consumers”Horlicks -nutritional studies, Complan-2x faster growth2005- National Institute of Nutrition-Department of

Food Sciences & Nutrition of the Avinashilin- gam University

But in 2007…COMPLAN VS HORLICKS AD.

Contd…Delhi High CourtBy implying that it is cheap or inferior, or qualitiesConstitutionally guaranteed right to free speech, under

Article 19 (1)(a) of the Constitution of India.12.11.2010 – verdictBy implying that it is cheap or inferior, or qualitiesComplan to pay Horlicks costs of Rs. 2.25 Lakhs

VIM v/s DETTOL

VIM DETTOL

Dominating the dishwashing segment

Tough action on grease

Claims on the ingredient of lemons.

Advt

Dominating the antiseptic liquid market

Kills the germs (Core strength)

Claim that it kills 100 % more germs

HUL Counter Attack

Advt.

VS

Rin VS Tide

THE WAR BEGINS

Initially Tide was trailing behind Rin but since 2007, sales picked up, and its market share rose posing a threat to HUL whose share started eroding.

In December 2009, P&G Home Products introduced Tide Natural, a new version of Tide, at a price lower than HUL’s Rin brand targeted at the rural segment.

In 2009 the market share for Tide-8.7% Rin -4.6% HUL was under severe pressure from its aggressive

competitors. 

The Ad Campaign

Rin launched a commercial in 2010 comparing Rin and Tide naturals.

Rin V/s Tide In the ad the boy using rin questions “AUNTY CHAUNK KYU

GAYI?” with the obvious reference to tide caption “CHAUNK GAYE !”

Thus claiming better whiteness than tide naturals at an affordable price.

The ET report mentions that the ad was created because HUL executives feel that Tide is slowly neutralizing the whiteness (point of difference) USP of Rin.

Outcome

P&G takes HUL to court over Rin advertisement. Storyboard The practice of pulling down rivals in one’s marketing

communications is not new in India, yet, the ad took the industry by surprise because it was an open war declared by one powerful company against the other.

P&G has filed a case in the Calcutta High Court against Hindustan Unilever's new ad campaign, which openly challenged the superiority of its product Rin over P&G's Tide.

HUL took P&G in court for Tide Natural.Tide Naturals Ad.According to HUL the ad was misleading to

the consumer stating the product contain natural detergent product.

Actually the product was synthetic detergent.

Madras High court pot ret “ the product cant contain chandan and leman and to modify the ad and packaging accordingly”

HUL SUE P&G

Times Of India V/s The Hindu

Times Of India The Hindu

Benett ,Coleman &Co. Ltd.

Established in 1838.Circulation-80 lacs.Position-1st

Presence in Tier 1 and Tier 2 Cities.

Kasturi & Sons.Established in 1878.Circulation-22 lacs

approx.Position- 3rd Dominance in

South India.

How war started !!!It was Started by Times Of India in January

2012.Times Of IndiaTarget was Chennai and South India.Competition with the newspaper ‘The

Hindu’.‘The Hindu’ counter attacked by the

Advertisement.

Round -2Weapon-Print

Media The Times Of India

The Hindu

Insider Story

Storyboard

Expert views on comparative advertisements.

ConclusionAs you all know that “Every coin has two sides”

Similarly comparative advertisements are important and beneficial from the consumer’s and producer’s point of view only to the extent it is providing information about the product and making them aware.

On the other hand comparative advertisements are not beneficial if advertisers comparisons are false & misleading.

Thank You