Hindustan Unilever's direct attack on Procter & Gamble

| by Bhuvan
The war between two FMCG giant, Hindustan Unilever (HUL) and Procter & Gamble (P&G), continues and has taken a very aggressive move when HUL directly attacked P&G by promoting its best selling detergent "RIN" along with P&G's product "Tide" in same commercial ad.

We have seen many such competitive ads for different products like tooth paste, cold drink, electronic products, however none of them were direct. This ad has aggressively disparaged "Tide" as a brand to make HUL's "Rin" detergent look more prominent. There were many ads where indirect reference to competitors products were made, either by making the name of competitor's product look blurred or showing a dummy product that looks very much similar to competitors and sometimes even making some funny comments about competitor's advertisements. However this is the first time in Indian commercial advertisement segment where competitor product's name as well as the product is belittled to show the strength of own product. 

"Tide" was usually marketed by P&G with their USP as making use of the superior technology which make the clothes more white/bright as compared to the other detergents. However, HUL attacked "Tide" showing "Rin" as better product in ad by comparing the brightness/whiteness of two shirts. The one where "Rin" was used is shown brighter than one where "Tide" is used.

Watch this ad below.






P&G had filed a suit claiming Rs 100 crore in damages from HUL alleging that they had made an advertisement showing their product 'Rin' had more whitening power than 'Tide'. P&G's counsels submitted before the court that such claims were unsubstantiated and had no scientific basis. They also claimed that such an advertisement was made with malafide intent. The matter would come up for hearing again after six weeks. 

I am not sure about the repercussion but will have to admire the guts of HUL. However, I personally feel this is not the right way to market the products. Improve your quality, promote ethically and it will automatically stand out in the competition.   

What do you think, is it the right way of marketing? How will this commercial ad create an impact on both these brands? Will people stop buying "Tide", will they stop buying "Rin" or there will be no major change in buying behavior of consumers?
5 comments
5 Responses
  1. Tanu Oza Says:
    March 5, 2010 at 9:54 AM

    I agree that the war is at extreme level and there may be questions related to ethical marketing practices but we should appraise the confidence of HUL. But obviously P&G must reply in return as it is a direct attack on its brand.

    But there is one big questions. HUL already know what can be complication of its action and it may be ready before airing the advertisement. Now suppose P&G ask to prove those claims that RIN is better than Tide Naturals and HUL successfully proves it then imagine that how big advantage HUL will get.

    I think that it will happen. Either side will get a huge benefit of this war and as we always know, if you want to succeed, you have to take risk.

    Yogendra Oza
    www.AffiliateManager.in


  2. Rahul Says:
    March 8, 2010 at 12:43 AM

    Confidence Vs Sympathy
    Rin has showed a lot of confidence by directly attacking Tide in this way and there would be people who will definitely like a product eluciding such confidence...Rin will benefit from this confidence.

    In case of Tide, I appreciate the marketing gurus here....They cleverly decided to degrade Tide here...coz the roots in our culture say, that the one degraded and insulted also gets enormous sympathy...i think this "SYMPATHY" will do wonders for Tide..

    I might have not been able to put it in words correctly, but i guess the readers will figure out what m trying to say...

    Anyways, who is better acc to u all?
    Rin or Tide??


  3. Rahul Says:
    March 8, 2010 at 12:45 AM

    Bhu1,
    U are just getting better at blogging!!!
    Nice post buddy, keep up the good work


  4. Anonymous Says:
    April 23, 2010 at 4:00 AM

    You are right but in some countries, comparison of products is allowed, so that the consumers get the best product. If your product is really better than the other one, it's only fair that people know about it. But, I think it's illegal in India to do that.

    It's Me :)


  5. deepti Says:
    May 7, 2010 at 2:15 AM

    I had the same thought when I watched this ad on Tv I do not appreciate such audacious behavior of a company. I don't think this to be a right way of marketing.

    There are several companies who think differently, use their creativity and the ads they present are so nice... for instance latest limca ad.. did you check that out?


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