I was kind of surprised to see the Rin Advertisement which showed a direct comparision to Tide and its performance. Other than the Complan v/s Horlicks ad campaign long time back, there has never been this kind of direct advertisement!!!!
I personally do not mind a direct comparision of products as long as they are neutral and most importantly do not enter into a mud slinging contest. Do you remember the Thumbs Up adverts taking pot shots at Pepsi? - Sometimes they are fun but I think it will over a period of time erode the brand equity of both the brands.
The news is P&G is going to court on this but Unilever planned to air this advertisement over the weekend to take advantage of the Long Weekend for the courts for Holi.
Here are some reactions to this advertisement:
From the TIDE User Community forum
Marketing Practice Blog - Interesting views here
