Safedi ki chamkar where Rin and Tide are slugging it out isn't the only battle zone these days. There is another joust in the media firmament where an ongoing glove fest has everyone riveted. And this has nothing to do with iski shirt meri shirt se zyada safed kyun hai? This one is about an entrenched player and a newbie, says Sandeep Bamzai.
The Kolkata High Court has passed an ad interim order in the Rin versus Tide ad war case. The Court order restrains HUL from advertising its recent Rin ad. The Court has supported P&G’s belief that the ad is disparaging and has instructed HUL to take the advertisement off immediately. The court has also barred HUL from showing any such ads in the future.
It is one of those rare advertising moments when brands wage public war taking the advertising route. The long Holi weekend saw Hindustan Unilever’s Rin take on Procter & Gamble’s detergent brand Tide in a direct comparison, and stating in the ad that Rin is better than Tide. Three days of uninterrupted media bombarding of the ad has raised many conversations and the big question – does this work?