“Bold and brash” is in and it’s the new chic(k?). Gone are the days of harmless understated advertisements (Oh I am not complaining at all, maybe I will after a few decades, but not now). If Deepika Chikhalia was the epitome of the “Bharateeya Naari” (thanks to Ramanand Sagar’s “Ramayan”) for “Nirma Super” for what seems like ages ages ago, the new set of female characters in advertisements for detergent powders appear to be scheming conniving “saas-bahu” types straight out of a “K” serial (or “soap”). What’s more, their on-screen children too seem to have inherited their impish traits.
It appears that Rin, that respectable Indian brand, has taken the initiative to alter the rules of the game; if the new Rin advertisement is anything to go by, it certainly seems like Rin or Hindustan Unilever Limited, probably has taken upon itself the responsibility of changing the hitherto “comparatively” demure face of Indian ads. The new ad has got almost everyone I know with salt n pepper hair talking about that mythical ancient time in everybody’s lives (good ‘ol days of course). The ad runs something like this:
There are two women, the first one (let’s call her Woman 1 like they do for extras in movie credits) praises Tide, with a Tide packet featuring prominently. A bus, presumably school bus, arrives with their children. Woman 1’s son steps out of the bus first and his shirt is a dull shade of white. A second boy alights and his shirt is an immaculate white. He moves towards Woman 2 who uses Rin, of course. Woman 2’s son asks Woman 1 “Aunty Kyun Chaunk Gai ?” with the obvious reference to Tide’s caption “Chaunk Gaye !”
Would this ad attract claims of disparagement? The issue of disparagement under Section 36 of the MRTP Act has been discussed earlier on SpicyIP by Kruttika in the context of Britannia successfully restraining Unibic from disparaging its “Good Day” brand of biscuits. In light of this case, Tide seems to have a decent case for trademark infringement unless Rin is able to prove that its depiction was “honest” and based on facts.
Whatever be the case, if these kind of ads are the way of the future, I would like to see how they turn out for certain more interesting products…
We welcome the opinion of our readers on this issue.
For an analysis of the legal position, please read this
post.
It doesn’t come under any disparagement.. HUL has made it’s ad foolproof and it is trying to push across an idea to the customer which the customer is unable to grasp from the ad…
http://schizophrenicthoughts.blogspot.com/2010/02/hungama-of-rin-vs-tide-campaign.html
Ur comments are welcome..
i was completely blown away with the ad. this will definately bring new reforms to the advertisng industry and will spark of a war of brands… so sit back and enjoy and wait for Tide’s reply
Nice blog…i was searching for this only..but still i have some confusion regarding legal implication because its too direct attack.. mentioning the name of competitor.
This saas-bahu ad is really irksome!
It is spreading very bad culture to which even the younger generation is being exposed without restrain.
Just wondering how would a ‘Condom’ ad look like based on this genre! And hopefully there will only be saas-bahu bitching about and no children in it.
Any products of Hindustan Unilver is substandard comparing to the products of Proctor & Gamble. Tide is far better than Rin. Customer
I personally love “olden days of golden ads”. And talking about disparagement shown in ads, I am eager to know about a similar case with ‘sprite’ few years back !can you give some insight?
its realy shockin to see Global players fallin to this level of competitivness.
HUL has lost all its equity as a respected company by showing such kind of ad..
what ever may be the outcome HUL has lost all respect and it shows how desperate is the company to increase sales..
its realy shockin to see Global players fallin to this level of competitivness.
HUL has lost all its equity as a respected company by showing such kind of ad..
what ever may be the outcome HUL has lost all respect and it shows how desperate it is gain MS…
Don’t you just love these sort of advertisements? Makes one miss the Cola wars. But on a more serious note, I think the ad mentions (on the right bottom corner) that the ad is based on results “As tested by an independent lab”.
I think this is also precisely the case, they show one very specific brand of Tide. I don’t think any company would take a risk like this otherwise. And if the results are in fact accurate, you never know, they actually may be able to get away with it.
Oh is it? I saw the ad on a poor quality video and because I had to strain my eyes watching it, I guess I couldn’t pay much attention to these finer details. But if Rin’s claim is backed by an independent lab’s test, I think you are right.
and Yes, these ads make for good fun (for the audience) 🙂
It’s just not that.. It also mentions “Issued in interest of RIN Users.. similar to the anti-RIL gas campaign by anil ambani’s “Issued in interest of RADAG shareholders”… HUL has played it safe.. and It’s actually trying to attack the idea of Tide Naturals rather than Tide..
“Nothing Official about it” this was the face of Pepsi during 1987 Cricket World Cup in India. 1987 was the aura of “batwara” of the boundaries between Cola war companies. Officially ‘P’ co. couldn’t find a place inside the CUP of World Cup; against ‘C’ company.
“BRAND” Tide is holding major marketshare for long long times. Look at the “Brand” Rin is spending on this ad. Every 2nd ad in star gold … yes every 2nd (not event 3rd) ad is this one.
Well…. I am quite sure HLL has taken care of the legal issues but if this is going to be the way of advertising, I would like to see some facts backing the ads in the ads to help the common man decide instantly. Hope to see the Tide reply soon and hope it is through advertising and not just a law suit.
Good Frequency too … By the time I am done with this blog… the ad has appeared 4 times.
@Anon 11.55 Am: I am sorry, I didnt get you right. Are you saying you want to see a Condom ad with a saas-bahu pair bitching about it??? There’s only one word for this idea- RAD! You could teach a thing or two to Alyque Padamsee, who has quite a few “bold” ads to his credit 🙂
Sai.
well… this is definately going to hange the face of advertisements….the advertisement was an interesting one, probably cause of the first of its kind. So now comparative marketing has to be taken up….
similar was the case wit Horlicks and Complain ad.
Whatever the legal standpoint and however independent the source of the test, I think this is in very poor taste. HUL now needs a lesson in ethics especially while priding themselves on being one of India’s top companies. Is this what we are teaching our kids? – If you can’t stand on your own two feet disparage someone else? I was shocked when I saw the advert a few minutes back and googled immediately for it. If companies like HUL follow such tactics, what is to stop anyone else? With the Cola wars, at least there was still some amount of restraint maintained.
Hopefully the booming Indian business world is on for something new. I am eagerly waiting for the response customer will give for such advertisement cos that will decide the sustainability of such campaigns…
Myself really waiting for comment on this add. Its really a socking to see this kind of add on TV. Now its difficult to tell how it will affect the public mind….
I had to view the ad nearly 10times with my eyes glued to TV at 1cm distance to get the blurred disclaimer that appears in the bottom twice during the TVC that says… ” Schematic representation of superior whiteness is based on Whiteness Index test of Rin Vs Tide Naturals as tested by Independent lab”
I was really shocked to see this advertisement the first time. What surprised me was the appearance of both Tide as well as RIN in the same advertisement.
I think this is a first in Indian advertising. Till date, we used to have comparisons between ‘ordinary washing powder’ and that particular brand. But now, its between two particular brands.
I think its going to start a new trend now.
Wonder what the note,”Issued in interest of RIN users” appearing at the end of the ad means.
What about such ad tactics in between the same company’s product.. just without any legal controversy and good amount of publicity..
I do not think there is anything wrong with the ad. Comparisions are a part of basic human nature – all of us do it all the time. Just because such ads are not too frequent should not mean they are unethical. I also googled ASCI’s regulations(http://www.ascionline.org/regulation/code.htm) and if you see chapter 4, which deals with comparative advertising.Rin’s ad follows that guideline very well.
silly! sure of one thing HLL spoils its own name, how low are they going to go.Their product is really nowhere close to tide, Tide is way better on all fronts !
nice to know p&g has given them this bad a slap that they stooped so low.
well hope some senisibility will prevail & we see some legal action.
Thank you all for the comments, I hope the latest post on the controversy answers some of your questions on the law.
Bests,
Sai.
This would be better add and should keep the quality always to achieve and give consumer satisfaction. Legally its wrong in add. But it should not get suffered the growth of Brands. One mile stone achieved by HUL and keep the quality better and better.
s. suresh
Detergents
I was impressed to see this add. Competition KILLS
If this trend continues …these advertisements will bring more transparency on the value of the product to the customer.
“A cost for a quality” that’s the theme
I guess this is fine, if may be they would have left it, without quoting “RIN DE TIDE SE BEHAR SAFEDI”. As the ad speaks for itself and the product it is promoting, where at same time avoid any direct targeting.
There is definitely an issue of ethics while showing this ad by HUL. It might not be proven wrong in the court, but people know what is ethical and what is not. So if tomorrow company yells about ethics, then I dont know who will believe them.
I know the working culture of both the companies and I know people working there (though I am not working in any). Now I am really interested to see what are the steps of P&G other than court case when it has its own “Values” and “Principles”.
Completely shocked. How can a brand openly all over the World can show itself better than another brand.
This really got something.
Rin opened up its wings and just flew over the head of Tide.
That really requires ………
The ad is ridiculous, the governing authority should take stringent action against RIN (HUL). AS they say, ” draw a bigger line to make the other one smaller, dont try to cut the other line”.
People are forgetting one point here: Ethics. Lab tests aside, it is the consumer in the end who has to be taken care of. Besides, I feel that it was a pretty cheap trick by Rin and as people have said, it is going to lead to a war of ads, but in the end, the only ones who will be left confused are the consumers. As a media student, I personally feel that this strategy by Rin is wrong.
Even though RIN has got some test done in third party lab…. this seems wrong
Coz..they have not intimated about the test to Tide
I have an another low-level thought 🙂
Suppose i am going for a lab test against my competitor…what will I do?
Give a normal sample of my competitor’s product and and and 🙂
will supply a best sample of my product for comparision
I think people got my point 🙂
is anything on the news about this mess? or is the media as usual only concentrating on the sensational?
well..i read all the responses above..just a thought..we’ve all been talking about ethics here..when tide shows itslef to be better than some anonymous powder..is that ethical..are we consumers only looking for entertainment in ads..or is the real purpose of ads is to let its customer know what the truth is..be it as the cost of other brand..Sure, if the lab tests are faked, thats another issue..but wihtout knowing that we cannot raise a finger on HUL’s integrity..infact, lets give some acknowledgmnt to the pains taken by them to get some research done on behalf of the consumers to check the authenticity of the claims made by some brand..in the end its we who hv to decide…
earlier these kind of advertisement were banned that you can not show other brand name to compare your product, i dont know how this advertisement can be shown on telivision…
its bad to see a global comp like hul is doing like this …………thsi deffinetly opens a new war………mitesh
Boss There is a same powder in both packets…..all they know is public is bloody c—ia and make them as much as u can……
but its public jo sab janti hai…..
Its not important that – How HUL is going to use the legal loops to jystify its ad? And what way P&G is going to revert?
Serious concern is that if Global Brands are stepping in this way then soon we are going to see new generation of “Multiproduct Ads”.
Saying indirectly my product is best and dozen of other products screaming in market to grab attention; in the same ad.
Ankit,
I think whatever RIN has done they would have had already taken into condsideration the cosequences of the add ,since all are discussing it !!!!!! they have ver well achieved publiity any way!!!
If now these add is band also HUL has shownn their presence…..
But the keyy point is if these kind of ads are permited these will change the whole concept of advertising and branding of product !!!!!!
Smith & Jones, the David of the instant noodle business takes on Goliath, Maggi now. advt in 10th march toi
Ab Maggi bhi bolein Smith and Jones Masala Noodles Tadka Marke is Asli Masala
nice one n unlike rin tide v tounge and cheek and great fun 🙂
chk this funny advt by smith and jones masala noodle tadka marke which takes on maggi
http://www.youtube.com/smithnjonesindia#p/a/u/0/1y9VCEwYFnk
leave the legal issues apart…n someone mentioned here..rin has gained publicity.but is that enough?just discussing abt the ad is not their success.they want the consumers to stop buy tide and start buying rin,rgt?n i think they r not going to achieve it..they have lost their image by such an atrocious deed.HUL was a very respectable company in India.now i don’t think they will get the same respect….moreover i think,they have made the sales of tide grow higher…
dis kind of ads are just a part of entertainment for people they hardly bother to worry or think over dis kind of ads…. consumer is vry much loyal to his brand