Top Story

e4m_logo.png

Home >> Advertising >> Article

HLL courts a ‘fair’ trial with ad

01-December-2004
Font Size   16
HLL courts a ‘fair’ trial with ad

All’s not ‘fair’ in marketing wars. Hindustan Lever Ltd (HLL), the FMCG major, seems to have courted trouble with its recent advertisement for Fair & Lovely anti-marks cream, that screams “The TRUTH (Not Just Promise)”.

The comparative product advertisement claims that ‘only Fair & Lovely Anti-marks totally removes one or more marks in 84% of all users’, implying that Nomarks cream and Garnier Light anti-marks+fairness concentrate, the products of Ozone Ayurvedics and L’Oreal India, respectively, fail to do so.

Taking offense to the use of its brand name, Ozone Ayurvedics managing director SC Sehgal is spewing fire: “It’s shocking and disgraceful on the part of a company of HLL’s stature to resort to such unethical tactics.”

Not surprisingly, the company is planning to drag HLL to court for not providing a true picture of the facts.

“We plan to refer the advertisement to the Advertising Standards Council of India (ASCI) and will also take legal action against HLL,” Mr Sehgal said.

L’Oreal India, the French cosmetics major, which owns the Garnier Light brand, is, however, keeping its cards close to its chest.

When contacted by FE, Garnier India general manager Philippe Raffray said: “Whatever action we will take is confidential. I am not prepared to discuss this at the moment.” He however added that the company stands by its product.

“They (HLL) have to take the responsibility for what they say. As for us, we stand by our product,” Mr Raffray said.

Interestingly, all the three parties are quoting their respective internal studies to substantiate the ‘effectiveness’ of their respective products. While HLL has quoted a Hindustan Lever Research Centre (HLRC) study, which it claims in the ad has been validated by independent dermatologists, Ozone’s Mr Sehgal pooh poohs HLL’s study saying that it’s very subjective and the sample size at 30 women is too small.

Garnier’s Mr Raffray, also claims that the company had conducted an independent test done by TNS on 135 Indian women for its anti-marks cream which proved that 95% of its respondents had become fairer and 93% women saw a reduction in blemishes.

Industry sources say that the underlying motive behind the HLL strategy is to dislodge its competition strength in the fairness cream category.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.