m In the first move of its kind by HUL, homecare brand

Rin has openly taken on rival P&G¶s Tide, without the

typical airbrushing or pixellation to hide the rival brand
name on TV.
m The Rin washing powder commercial, which went on
air on Friday, claims to be a better quality product in
comparison to Tide.
m The visual clearly shows a variant of Tide, Tide
Naturals
m Rin with the audio saying µTide se kahin behatar
safedi de Rin¶ - (Rin gives better whiteness than Tide).
m VERY BLATENT ACT OF HUL.
m MANY TIDE USER FELT PERSONALLY
INSULTED
m FEW APPERICIATED THE CONFIDENCE OF
HUL, INTENED TO KNOW THE REASON
BEHIND IT.
m IS SUCH KIND OF ADVERTISING LEGAL?
m MOTIVE BEHIND THIS AD
m IS IT JOINT COURSE OF HUL AND P&G TO
SHOOT IMMEDIATE SAIL.
m IS IT RINS ATTEMPT TO BRING INTO FOCUS -
THE TIDE¶S REALITY?
m Sued HUL at kolkata high court
m File case of injunction, based on disreputation.
m YES IT IS LEGAL
m In my view, comparative advertising is permissible
if it¶s based on facts. Advertising Standards
Council of India, has this to say about comparative
advertising in it¶s Code of Conduct .
m þ

To ensure that Advertisements observe fairness in competition such that the
Consumer¶s need to be informed on choice in the Market-Place and the
Canons of generally accepted competitive behaviour in Business are both
served.
1. Advertisements containing comparisons with other manufacturers
or suppliers or with other products including those where a
competitor is named, are permissible in the interests of vigorous
competition and public enlightenment, provided:
 (a) It is clear what aspects of the advertiser¶s product are being
compared with what aspects of the competitor¶s product.
 (b) The subject matter of comparison is not chosen in such a way as to
confer an artificial advantage upon the advertiser or so as to suggest that
a better bargain is offered than is truly the case.
(c) The comparisons are factual, accurate and capable of
substantiation.
 (d) There is no likelihood of the consumer being misled as a result of the
comparison, whether about the product advertised or that with which it is
compared.
(e) The advertisement does not unfairly denigrate, attack or
discredit other products, advertisers or advertisements directly
or by implication.
m Rin ad - claim is limited to a whiter wash- µR

  
 

 ¶.
m The difference here -The competitor has been
named.
m HUL¶s spokeperson says- µ
    

 




 



  



 

 
 
m HUL has decided to engage P&G directly, backed
by laboratory data and certification of a superior
quality product
m Advertisement is banned .
m Truth of tide naturals.
m Act of misleading consumers by P&G, was found.
m Tide naturals ± a total synthetic product.
m Claims of RIN were indirectly accepted.
m Common public still thinks RIN has done a blatent
thing
m Awareness about the ban of advertisement.
m Negligible information about tide naturals
misleading advertisement , with fake information
to again customer attention.