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
GlaxoSmithKline

COMPLAN
Heinz India Since1964

Consumer HealthCare (GSK) since 1930 50% Market share Health Food Drink HAPPONG , OPPANG, CHAPPONG

15% Market share

Health Food Drink with 23 nutrients

How War Started !!!

2004 - Complan depicted a growing cup, taller than the

other two cups GSK- Plaintiff , HEINZ INDIA- Defendant August, 2004-civil suit-Madras High Court Allowed comparative cups without any letter ASCI guidelines says, ads should not mislead consumers Horlicks -nutritional studies, Complan-2x faster growth 2005- National Institute of Nutrition-Department of Food Sciences & Nutrition of the Avinashilin- gam University

But in 2007
COMPLAN VS HORLICKS AD.

Contd
Delhi High Court

By implying that it is cheap or inferior, or qualities

Constitutionally guaranteed right to free speech, under

Article 19 (1)(a) of the Constitution of India. 12.11.2010 verdict By implying that it is cheap or inferior, or qualities Complan to pay Horlicks costs of Rs. 2.25 Lakhs

VIM v/s DETTOL

VIM

DETTOL

Dominating the

Dominating the

dishwashing segment Tough action on grease Claims on the ingredient of lemons.

Advt

antiseptic liquid market Kills the germs (Core strength) Claim that it kills 100 % more germs

HUL Counter Attack

Advt.

Rin VS Tide

VS

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. Natural, a new version of Tide, at a price lower than HULs Rin brand targeted at the rural segment. Rin -4.6% under severe pressure from its aggressive

In December 2009, P&G Home Products introduced Tide

In 2009 the market share for Tide-8.7% HUL

was 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

ones

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 SUE P&G

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

Times Of India V/s The Hindu

Times Of India

The Hindu

Benett ,Coleman &Co.

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

Ltd. Established in 1838. Circulation-80 lacs. Position-1st Presence in Tier 1 and Tier 2 Cities.

approx. Position- 3rd Dominance in South India.

How war started !!!

It was Started by Times Of India in January 2012. Times Of India Target was Chennai and South India. Competition with the newspaper The Hindu. The

Hindu Advertisement.

counter

attacked

by

the

Round -2
Weapon-Print Media The Times Of India

 The Hindu

Insider Story
Storyboard

Expert views on comparative advertisements.

Conclusion
As you all know that Every coin has two sides Similarly comparative advertisements are important and

beneficial from the consumers and producers 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 misleading.

advertisers

comparisons

are

false

&

Thank You