FMCG majors Procter & Gamble (P&G) and Hindustan Unilever (HUL) are at loggerheads over the latest advertisement by HUL for its detergent Rin, against which P&G has filed a complaint with Advertising Standards Council of India (ASCI).
According to sources, P&G today filed a complaint against HUL with ASCI stating that "the advertisement is derogatory to Tide".
In the latest print advertisement, HUL has put an offer to consumer to choose one kilogramme Rin pack with 100 gram extra powder priced at Rs 67 over, a 950 gram pack of Tide priced at Rs 80.
"A complaint has been filed by P&G against the advertisement as the company thinks it is derogatory to its brand Tide," a person close to the development told PTI.
This is not for the first time that the two companies are fighting over advertising related matters.
In 2010, a battle between the two over a commercial had taken a legal turn and reached courts.
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According to experts, such controversies end up helping both parties to gain consumer attention.
"HUL and P&G are traditional rivals not only in India but across the world. They have fought many battles including consumers, legal and tongue-in-cheek. The new consumers love this kind of battle, especially in a boring and dull category like detergent," said Harish Bijoor CEO of Harish Bijoor Consults, a brand consultancy firm.
Cases like these which involve in-the-eye marketing attract younger eye balls, he said.
When contacted to comment over the matter P&G said: "As per company policy, we do not comment on competition."
A HUL spokesperson said: "The advertisement is totally factual and represents the price of the two brands. The advertisement helps consumers to make an informed choice."