Competitive advtg will bring you in the limelight, but will it bring in the business?
Today smart tactics over extended weekends trump long-term thinking, but brands that build emotive differentiation alone become iconic. Brands build business not buzzness! - say experts
On the back of the development of Delhi High Court’s dismissal of the injunction petition filed by Colgate against Pepsodent Germicheck Superior Power advertisement last week, concluding that Pepsodent does not degrade competition brand Colgate in its advertising, we explore if this decision will give rise to more competitive advertising...
In a country where people love to see the under-dog win as it gives them a feeling of being victorious, will more brands resort to this tactical form of advertising to create the buzz?
“The only thing one can say about HUL’s endeavours – Rin vs. Tide earlier and now Pepsodent – is that it is bold and against accepted convention. Theory will support comparisons with competition and trump carding with performance claims on grounds of consumer awareness, but what is to be done about taste – that amorphous, yet discernible factor that makes iconic brands?” stated Shubhranshu Singh, Marketing Director – India and South Asia, Visa.
What caught the audience and industry by surprise about Pepsodent’s attack on Colgate was the brand name Colgate was clearly visible in the ad, supplemented by a voiceover that came with a confident conclusion that Pepsodent’s Germicheck is no less than 130 per cent better than Colgate – the current market leader with a 54.2 per cent market share in the Rs 5050 crore Indian toothpaste market.
“There is a very fine line that brand marketers attempt to walk on the subject of this kind of advertising – showing your product as superior vs. running down or degrading direct competitor products. The High Court no doubt would have considered the merits of the case appropriately before coming to the decision it has. However, every brand needs to define its own self code of conduct that it commits itself to while interacting in the marketplace, and determine how much of the envelope it seeks to push,” said Karan Kumar, Marketing Head, ITC Classmate.
Advertising has now evolved into more insight-based communication. Gone are the days when the accepted norm in India was to communicate attribute level comparisons obliquely. With a 'sharp beep’ in the narrative or air brushed or subtle pixilated imagery sufficing to the get the point across, what we are now seeing is more direct and bold advertising that leaves no doubt in the consumer’s mind.
“Yes, competitive advertising now gets more teeth thanks to Pepsodent Germicheck and this ruling. This will definitely encourage players to come out more into the open when it comes to the terrain of brand claims and counter-claims. There will surely be more adventure in this space. Some will get bitten and others will bite,” noted Harish Bijoor Brand Expert and CEO, Harish Bijoor Consults.
The acceptability of comparative advertising varies from country to country depending on the culture. In some countries, comparisons are seen as arrogant and inappropriate. But in India, a country that worships ‘Hero’, competition is rooted in our very culture.
“Comparative advertising generally works best in categories where benefits are very rational and there is very little emotional benefit. A well-remembered claim for efficacy could be enough to influence brand choice at the point of purchase,” opined Sandipan Ghosh, Assistant Vice President, Marketing, Ruchi Soya Industries.
While brands have done this in the past – the cola war, one blue detergent going head-on against another, and the many shampoo ads – how much of a positive impact does such a strategy have on brands?
“I do not believe Pepsodent has gained an inch in terms of brand imagery due to this campaign. All this campaign has achieved is possibly very good brand awareness scores. Conversions into actual volume is surely a different story altogether,” said Bijoor.
Kumar agrees with this sentiment, “Consumers have matured enough to take these campaigns with a pinch of salt and more often than not, see through what’s happening. It is often the established, current usage brand that benefits from such an exercise in its consumer's mind, making the overall exercise look facetious.”
So where does it fit in the long-term strategy and the larger picture of building rich brands of stature?
“It seems that times have changed and smart tactics over extended weekends trump long-term thinking, building brands over fractions of a century. Performance equities are passé. Brands that build emotive differentiation and are pregnant with purpose alone become iconic. Ultimately, brands build business not buzzness!!” concluded Singh.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp