HUL's latest television commercial for Rin, which makes a direct dig at P&G's Tide detergent, has raised many eyebrows.
The TVC makes a no-holds barred comparison between Rin and Tide Naturals, going on to claim that the latter is incompetent of fighting stains and providing whiteness like Rin.
In case you haven't seen the TVC earlier, watch it here.
Websites such as Twitter have been abuzz about the TVC since Friday and tweets continued through the long weekend. Some questioned the ethics of directly showing a competing brand - no blurring of logos, no spoofing of competitor brand names - and the tactic from HUL came across as disruptive as most tweets came from puzzled viewers who claimed not having seen something like this before.
A user @aditto tweeted, "Have you watched the latest Rin vs Tide ad?? In the end it says "Issued in public interest". Is it made by Rin?Is that allowed? :O"
Another user @pranky09 tweeted, "The new Rin detergent ad is directly challenging Tide!!! #mindblowing"
Meanwhile @imPraveenK tweeted, "saw new ad of Rin..wondered How Rin shows Tide powdr clearly and commentd that Rin is far better than Tide! Doesn't it violate any rule?"
Blogs such as Bhatnaturally opined that the Rin ad remains at a "claim level". It stated, "Almost all detergent ads promise a whiter wash – except that they used to refer to ‘ordinary detergents’ leaving the consumer to figure that they are talking about her brand. The only difference here is that a competitor has been named, and shown brazenly."
Another blog, Marketing Practice, stated, "HUL could not arrest the decline of the shares of some key brands to the competitors like P&G , Godrej and ITC. This desperation has clearly manifested in the latest ad for Rin. What on earth do (sic) a brand like Rin get into a direct comparative spat with its competitor...Rin chose a wrong way of telling its superiority to the consumer."
The ball is now in ASCI's (Advertising Standards Council of India) court. Replying to a query from Campaign India, Alan Collaco, secretary general, ASCI said, "A complaint has been registered against the Rin ad. The ASCI's Consumer Complaints Council will meet on 23rd March to discuss the matter."
Update: The ASCI has sent a notice to HUL and given the company a period of two weeks to respond.
Rin having good image in market, but ofcourse the company wants to survive into the cut throught competition. No doubt, Tide have its own brand image. It does not affect on their image. I think, it is the chance given by the rin to tide for prooving them that who is better into the market. To the some extent, Rin tried to blaming on Tide.
The current tide-rin reflects the foolness of the HUL,THROUGH this c ad,wat create the HUL,IF HUL PRODUCT more better than P&G PRODUCT,then prove it, not through this type of ridiculous ad.
What HUL fails to realise is, in the consumer's mind the Ad may be perceived as 'not fair' and thus consumers may actually view Rin as a 'bully' and sympathise with Tide. The ad could thus actually generate negative feelings for Rin! Afterall, consumers buy and actin tune with their emotions and are not always rational. The Ad has given quite a bit of publicity to Tide !
Praveen moolchandani refering the PM as shameful is really unethical. I request his mother to slap him hard for using such disrespectful words for such a respected personality like Mr. Manmohan Singh.
Although comparative advertisement should have its limits, its not wrong considering the fact that today's audiences/consumers require real info and not blurred comparisons between brands. The RIN ad clearly rips off the clutter and does a great job. The maharaja era advertisement laws in India require a change. Moreover, not many Indians feel good about foreign brands like Tide entering India and posing a threat to Indian companies. Shameful Indian PM Manmohan Singh should do something about it. Globalization doesnt mean loosing your identity to privatization and foreign competition. I am happy Rin slapped Tide hard.
This is, as Prabhat pointed out, a desperate attempt by a frustrated Lever's which is losing share to P&G in just about every category, not only detergents...
The numbers quoted by Rahul are of the entire category, and not Rin alone. Rin has lost share from 9% (7-8 years back) to 4%... At the same time, Tide has grown from a meagre 2% to its current 9%.
This ad by Rin is a last ditch attempt to save a brand which more and more consumers are rejecting as compared to Tide, which has clearly grown by leaps and bounds in the last few years...
End of the day, the Consumer is having a great time of it, as in inflationary times, the detergent wars are actually taking prices downwards!
directly strangling neck of tide is not justified at all.no matter what percentage of shares a company holds in the market,by doing such ads is not ethically correct.
If you actually look at the timing of the ad, was during the long weekend when all the courts, advertising councils are closed. Surprisingly my mom who doesn't pay attention to ads, actually noticed it before I did.
I bet the agency would have had tight time lines for this release.
Way to Go!!!
The damage has been done. Rin will just take it off air.
I disagree with prabhat.
First the facts are wrong. check the net. HUL laundry share is close to 36% while P&G is around 8% so it is still the leader. Actiually P&G is still behind local competitors like Nirma and Ghari.
Secondly I think this does not seem like a desparate attempt but a well thought out strategy. According to the reports in the paper the HUL spokesperson maintains that this ad is in accordance with ASCI and they have the necessary evidence. But as a student I am keen to find out what will happen next. Am sure that a company like HUL which figures in almost every other marketing textbook has some thing more to offer than desparate advertising. Time will tell...
The current Tide-Rin TVC reflects nothing but HUL's frustration over loss of its market share. It appears HUL is not able to digest the fact that it has been left behind by its closest competitor in this segment. At present HUL's market share stands at half (4.4%) as compared with P&G's market share(8.8%)
It is so frustrated that it has overlooked every moral standards of marketing. Its not for the first time though. HUL, then HLL, has earlier also got involved in marketing malpractices when NIRMA posed a threat to its brand.
ASCI must take action asap. If corrective measures get delayed no wonder soon we will see other brands following HUL's footsteps.
Aggresive marketing strategy of HUL
Rin having good image in market, but ofcourse the company wants to survive into the cut throught competition. No doubt, Tide have its own brand image. It does not affect on their image. I think, it is the chance given by the rin to tide for prooving them that who is better into the market. To the some extent, Rin tried to blaming on Tide.
rin v/s tide
The current tide-rin reflects the foolness of the HUL,THROUGH this c ad,wat create the HUL,IF HUL PRODUCT more better than P&G PRODUCT,then prove it, not through this type of ridiculous ad.
Rin versus Tide Ad
What HUL fails to realise is, in the consumer's mind the Ad may be perceived as 'not fair' and thus consumers may actually view Rin as a 'bully' and sympathise with Tide. The ad could thus actually generate negative feelings for Rin! Afterall, consumers buy and actin tune with their emotions and are not always rational. The Ad has given quite a bit of publicity to Tide !
praveen moolchandani
Praveen moolchandani refering the PM as shameful is really unethical. I request his mother to slap him hard for using such disrespectful words for such a respected personality like Mr. Manmohan Singh.
RIN SLAPS TIDE, HARD
Although comparative advertisement should have its limits, its not wrong considering the fact that today's audiences/consumers require real info and not blurred comparisons between brands. The RIN ad clearly rips off the clutter and does a great job. The maharaja era advertisement laws in India require a change. Moreover, not many Indians feel good about foreign brands like Tide entering India and posing a threat to Indian companies. Shameful Indian PM Manmohan Singh should do something about it. Globalization doesnt mean loosing your identity to privatization and foreign competition. I am happy Rin slapped Tide hard.
rin - tide ads
Its may be RIN Aquire TIDE brand siently & They are trying to get tide brand image . so, i think its marketing strategy.
Cartoon
More Rin - Tide cartoon
http://pixelbrush.blogspot.com/2010/03/rin-tide-war.html
http://pixelbrush.blogspot.com/2010/03/detergent.html
rin---------> tide
we never allow this type of practice in india
p&g is a company famous for his ethinity and csr.
direct comp. of pdt is still offence in india.
Desperado HUL
This is, as Prabhat pointed out, a desperate attempt by a frustrated Lever's which is losing share to P&G in just about every category, not only detergents...
The numbers quoted by Rahul are of the entire category, and not Rin alone. Rin has lost share from 9% (7-8 years back) to 4%... At the same time, Tide has grown from a meagre 2% to its current 9%.
This ad by Rin is a last ditch attempt to save a brand which more and more consumers are rejecting as compared to Tide, which has clearly grown by leaps and bounds in the last few years...
End of the day, the Consumer is having a great time of it, as in inflationary times, the detergent wars are actually taking prices downwards!
rin tide issue
directly strangling neck of tide is not justified at all.no matter what percentage of shares a company holds in the market,by doing such ads is not ethically correct.
Smart Timing.....credit goes to Ad agency
If you actually look at the timing of the ad, was during the long weekend when all the courts, advertising councils are closed. Surprisingly my mom who doesn't pay attention to ads, actually noticed it before I did.
I bet the agency would have had tight time lines for this release.
Way to Go!!!
The damage has been done. Rin will just take it off air.
I disagree with
I disagree with prabhat.
First the facts are wrong. check the net. HUL laundry share is close to 36% while P&G is around 8% so it is still the leader. Actiually P&G is still behind local competitors like Nirma and Ghari.
Secondly I think this does not seem like a desparate attempt but a well thought out strategy. According to the reports in the paper the HUL spokesperson maintains that this ad is in accordance with ASCI and they have the necessary evidence. But as a student I am keen to find out what will happen next. Am sure that a company like HUL which figures in almost every other marketing textbook has some thing more to offer than desparate advertising. Time will tell...
rin-tide
what is the real problem of this issue
by lingeswaran.s.mba
Whitewashed
http://pixelbrush.blogspot.com/2010/03/detergent.html
Rin/ Tide
Great publicity for Rin in any case. It's a Rin-Win situation :)
How can this even be put on air?
Can't we have a system where the ad is thoroughly checked (internally) before putting it on air?
Rin Vs Ride
I somehow disagree with Prabhat over here.... follow the lonk to know why... http://thethoughtpress.blogspot.com/2010/03/rin-vs-tide.html
Frustrated over loss of Market Share
The current Tide-Rin TVC reflects nothing but HUL's frustration over loss of its market share. It appears HUL is not able to digest the fact that it has been left behind by its closest competitor in this segment. At present HUL's market share stands at half (4.4%) as compared with P&G's market share(8.8%)
It is so frustrated that it has overlooked every moral standards of marketing. Its not for the first time though. HUL, then HLL, has earlier also got involved in marketing malpractices when NIRMA posed a threat to its brand.
ASCI must take action asap. If corrective measures get delayed no wonder soon we will see other brands following HUL's footsteps.
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