After raising much debate over taking on Tide Naturals in its ad, Rin has entered the second phase of it campaign where it throws an open challenge via celebrity impact. What Aamir Khan did for Coke, Roshan Abbas for Harpic and an unknown model for Pureit Water Purifier, Kajol is seen doing the same for Rin in their latest TVC. Kajol, the queen of expressions who is already endorsing some well-known brands like Whirlpool, Tata Indicom, Knorr, and Alpenliebe, among others, has decided to back the ‘white-might’ of Rin.
Client: Hindustan Unilever
Brand: Rin detergent
The Brief: According to HUL, the ad was built on the basis of lab tested proof. Thus, depicts the superior value proposition by Rin to its millions of consumers. “We firmly believe that Rin delivers superior whiteness vis-à-vis competing brands in the market. The Rs 1 crore challenge advertising campaign brings alive Rin’s superior value proposition to its consumers in a distinct and engaging manner. The challenge is based on established testing protocols,” an HUL spokesperson said.
He added, “Rin has constantly delighted its consumers through pioneering innovations, superior formulations and endearing communication. Rin is a household detergent brand and is used by millions of consumers across India for its promise and delivery of superior whiteness since its launch in 1969.”
The Execution: This is the second ad that has been rolled out after the much-talked about first one, wherein two homemakers were shown, while the same have been retained in this one too with Kajol coming in as the brand ambassador. The whole idea behind the concept was to show Rin superior to other brands/ players by making claims of whiteness and going to the extent of throwing a challenge on the same.
The final product: The ad film shows two housewives being escorted in a chopper to the Rin laboratory and asked by Kajol to wash and rinse their respective shirts. One is given Rin detergent while the other is given a competitor’s product the brand name of which is not shown this time (aftereffects of the Kolkata High Court’s order, maybe). They wash the shirts and expectedly one comes out not so white, while the other is a dazzling, spotless white. No prizes for guessing which one has been washed with Rin. Kajol then announces that anyone who can prove that there is a washing powder that washes whiter than Rin for the same price could take home Rs 1 crore. The ad ends with an official ‘Safedi Challenge’ van on the go, reaching out to the customers/ challengers.
We rate it 2 out of 10
Speaking on the ad creative, Prathap Suthan, NCD, Cheil Worldwide, said, “Rin and HUL seem to have grabbed the opportunity created by the earlier Rin/Tide controversy to redeem themselves. Obviously, this is a perfect solution that kills all the dust that was kicked up, and hammers home the supposed effectiveness of Rin over Tide.”
He further said, “The fact that they have retained both the models, and a face-off with them takes people back and reminds them of what happened earlier. Kajol is there to add even more credibility to their stance and this time, the judge is the consumer themselves.”
Taking a dig at HUL, Suthan said, “What a fabulous way of putting money where your mouth is. I mean, Rs 1 crore is no petty prize, and I expect people to queue for this test in droves. Who wouldn’t want to take a chance at winning the crores? And imagine, if the tests prove that Tide is actually superior/whiter, technically Levers can go bankrupt. That is if every person who proves that his/ her brand is superior to Rin. Holy cow!”
Alright, it is bold, aggressive and depicts confident advertising. Great. But where’s the uniqueness, freshness or newness in the whole concept? Coming out with something like this definitely takes our mind off the track, like in the first one, where Rin adopted the same comparative approach and clean bowled Tide by showing its brand name in the commercial and all we were left with was the fierce competition making itself stark naked and utility of the offering taking a backseat.
How does it matter to a consumer? Where does the customer come in between two players? Or shall we say only one, fighting tooth and nail to snatch a larger percentage of the market share, ultimately. And is HUL really expecting customers to turn up for the challenge? Well, we all know the answer. Now, it’s a wait and watch to see what Tide comes up with. Will this lead to something like those never-ending cola wars?