Rin vs Tide : Next Level of Combat !
Today i saw the new ad of Rin and it is some ad.The Ad directly compares Rin and Tide.This is Rin Ad so obviously they have shown Rin much better than Tide.
This style of advertising is called Combative advertising.
Just have a look at the ad.
Poor Quality Regretted
The ad is just too direct.There are two ladies.One lady praises Tide(the packet is also shown),suddenly the bus carrying their respective children arrive on the scene.The guy who comes out first has a dull shirt but the guy who comes out next has whitening light shirt and he goes to the lady who uses Rin.
The line’Aunty Kyun Chaunk Gai ?’ is also a satire on Tide which has a tagline “Chaunk Gaye !”
One more interesting point here to note is that HUL has adapted a flank attack strategy on Tide through Rin.Tide and Surf Excel are supposed to be the competitors but now Rin is being positioned as the competitor to Tide.P&G has to concentrate on Rin now to make way easy for Surf Excel.One more thing is that Tide naturals has been used in the ad rather than the more generic orange packaged Tide.
But would P&G fall into the trap or ignore Rin’s effort ?
Combative advertising like this is not new,about an year back Complan and Horlicks too had gone into a similar tussle.They still had shown a glimpse of each others pack but not as direct as Rin has shown.
Horlicks vs Complan
Even in past,Coke and Pepsi have fought it out in the open.I still remember the ‘eat cricket sleep cricket drink only coca cola’ fight between Pepsi and Coke.
Offlate Cadbury’s CDM and Nestle Munch also had a similar ads but were quite indirect not straight on.
Now Rin has taken the combative advertising in India to a new level lets see how Tide reacts to it.
That defintely would be interesting.
Will it be HUL vs P&G ?
What Say ?
Update : Regarding legal implications of the Ad : As far as i know,in combative advertising,you can make any claim as far as you can support it with a proper research or hard facts.Rin have claimed it in the ad.There is a starred line “As tested by an independent lab” in between the ad,which could just be enough.
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toooooo direct and blatant….is thr not any legal implication for sth of this kind…can u plz find out and let us knw…
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As far as i know you cant take a legal action until the competitor has a valid fact to back its claim.
In the ad Rin claims to have that,watch the star line ‘as per independent lab’.
Same was the case with Complan and horlicks.
and one more thing Rin have taken Tide naturals here and not the normal Orange tide.
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Everybody is shaken by this ad. What next?Will they be voilentally hitting customers using competetors products?
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Rin vs Tide : Next Level of Combat !…
Today i saw the new ad of Rin and it is some ad.The Ad directly compares Rin and Tide.This is Rin Ad so obviously they have shown Rin much better than Tide. This style of advertising is called Combative advertising. Continue for video ad and more……..
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too direct and in the face to actually impress me – the customer. I would rather think this is hitting under the belt.. why would I be impressed by the cheeky kid saying “Aunty chaunk kyon gayi”. Dude, after seeing this ad, “main chaunk gaya”
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What is objectionable and probably deliberately misleading in this ad is that the voice over says “Rin is better than Tide” rather than saying “Rin is better than Tide Naturals”. HUL has been smart enough to attack the stronger brand (Tide) in the guise of attacking the weaker variant (Tide Naturals) and this is what makes it unethical. Also if HUL is forced to subsequently compare Rin with “Tide Naturals” then Rin (a mid-tier product) is comparing it with “Tide Naturals” a mass Tier product, which P&G may anyways like. An exaggerated example would be Honda City comparing itself with Maruti 800 (and not SX4 which is in its segment)and saying Honda city is better than Maruti 800. This will only dilute Honda City’s equity. The background to such high voltage campaign is that January 2010 saw Rin at it’s lowest market share in 10 years and there have been several reports of HUL India team getting the flak for not being able to even maintain shares let alone grow. P.S. The ad was times just before the long weekend to prevent courts from stopping airing this ad!
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I think Rin (HUL) took this move after the Madras court injuncted Tide Naturals’ ad. A case was filed against the Tide Naturals ad, saying that there is nothing ‘natural’ about Tide Naturals and it is not really ‘soft on hands’ (in the sense that while it does not damage your hands it also does not do any good for your hands). That’s why if you see this Tide Naturals ad, which used to be on air all the time, has been pulled off air by P&G.
Secondly, it isn’t illegal to show a competitor pack in your ad and Rin has only shown the competitor’s pack. What is illegal is if you defame the pack etc. And Rin has very smartly not defamed the Tide pack. Infact the Rin user in the ad says absolutely nothing about Tide so it’s really a very smart piece of communication that hasn’t broken any laws.
I’m curious to see what Tide’s reaction to this will be.
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Gr8 comment ! Even i am waiting for Tide’s response now ! I hope it comes soon !
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Read to get the background.http://www.dnaindia.com/money/report_a-new-tide_1319399Think Tide started it by launching an inferior product at a cheaper price. Rin was threatened and has reacted boldy.As for the legal angle, others have done it before. The auto sector and home appliances have been doing it for long now. Also, as mentioned earlier the horlicks and complan campaigns are good examples. The case went upto SC and as far I know, the court did not ask the campaigns to be stopped but just asked for justification for the claims.http://www.legalserviceindia.com/article/l182-Comparative-Advertising-laws.htmlQuestion remain if this strategy is effective though. Guess we will have to wait and watch.Advise to P&G…withdraw naturals, (which I read somewhere has been challenged coz it contains nothing natural!). It will only eat into the orange pack and stick to the original winner. Consumers pay for quality.
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If you look closely at the Ad, they are not fighting on price.. but on the white attribute.. if you look into the packs show above the price of rin at Rs 25 is higher than that of Tide at Rs 20.. Correct me if i am mistaken..
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Hi Manmeet,I just don’t understand y do companies opt for a combative advertising. what have happened to the creativity level of the companies as well as agencies?y do they don’t keep a healthy competition. Rin may or may not be a better product than Tide i don’t know. To me both r a detergents with no of people using it. Its a cheap strategy. One should be creative enuf to promote their brands or products.My message to Rin guys “GROW UP“.Regards,Anuj.
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