Sunday, March 28, 2010

Brand Update : Rin Vs Tide Round II

After the high profile direct attack on Tide, Rin has entered the second stage of its aggressive marketing campaign. The brand has started a new campaign called the Rin 1 crore Challenge. The brand is running a commercial featuring the challenge.

This time, Rin has refrained from directly naming Tide . The brand is using the traditional format of masking the competitor in this challenge campaign. The brand has announced Rs 1 crore prize money if any other detergent can prove that it provides more whiteness than Rin ( conditions will definitely apply).

The new ad strikingly resembles the Rs 1 crore purity challenge campaign of HUL's Pureit brand. Pureit's successful campaign may have prompted Rin to copy the campaign format.

The new campaign is aimed at reinforcing the positioning of Rin as "The detergent that provides the best whitening of clothes". By offering a staggering amount, it is conveying the confidence about the brand promise. It is courageous on the part of the brand to make such a move.

Another striking factor about the new campaign is the new brand ambassador for Rin. No its not Amitabh Bachchan . Rin has roped in Kajol as the new brand ambassador. HUL has really flexed its marketing muscle fully. Kajol gives the campaign some amount of authenticity and attraction to the viewers. I doubt whether such challenge campaigns evoke customer participation but it gives opportunity for marketers to advertise and organize events for brand promotion.

It is nice to see the HUL reviving its competitive spirit. HUL is a marketing machine which went into slumber in the last few years. This is a company that has the best marketing minds of India. Good to see these minds back in action.

Somebody wake up P&G....

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  1. I wonder how brands get away when they directly name competitors , I mean the comparative ads to put the other down. Unlike Pepsi,coke ,7 up they are not sarcastic and indirect (though the soft drinks ads are still obvious but they are smartly executed). Can't the competitive brand which is being openly challenged or spoken about in the ad sue them? The same happened with Horlicks and Complan and many more in the recent times. Whats ur take on that?

  2. Well I think its a good type of marketing for customers.In this way they might be attract more customers for the product.I am also glad to know the name of new brand ambassador..

  3. I like that you think. Thank you for share very much.

  4. Hi Harish,

    It goes without saying, how much I enjoy going through your viewpoints on the marketing world-u do bring out fresh points. Hearty congratulations!
    Having said that and also being aware of the fact that marketing in India is heavily impacted by the FMCG sector, I do feel that you can talk about marketing in other sectors as well. The reason it is coming from me is because as fresh graduate of marketing and landing up a job with Tata Steel in their S&M section, I do feel there's more I would like to know and read.
    While in MBA, I felt I knew so little about the brands and type of marketing taking place in sectors other than FMCG. And it is still the same :)
    Am sure the same sentiment will be shared by many others.
    It is time we realize and discuss the amount/kind of marketing that happens in so many other sectors and not keep it specific to one sector and 2 brands.

  5. I like your website. Thank you for great information. I will come back to your website again.


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