BY – DEWANSH JAMNERA

ARVIND PATIDAR
 Have you ever seen Brands using sarcasm to create a
peppy advertisement? Well, Of course. This is the
corollary of the modern age media.

 But the one thing that is inevitable because of this are

the famous brand wars. The brands in the same
industry engage in an extremely sophisticated verbal
and creative battle resulting in so many creative
advertisements.

 So let’s look at a few enthralling ones, shall we?

BMW v/s AUDI
 It all started with the BMW campaign for its 35th MOA
rally. However, what went on was a counter advertising
war. It was like individual banners of both Audi and
BMW were having a face-off conversation.

 Take a look!
The kick-off –
And then this happened –
Well, who can stop them?
Checkmate, Audi!
Finally, it
comes to
an end
with this –
A subtle tactic of congratulating
each other on their achievements.
P&G’S TIDE VS HUL’S RIN
P&G VS HUL
 P&G launched Tide natural.
 Market share of Tide rose posing a threat to HUL.
 HUL responded in aggressive price cuts in Rin.
 New Rin launched with double whiteness proposition.
 Ad campaign claiming better whiteness than Tide
naturals at an affordable price.
 Seeing bold and confident move from HUL, P&G also
slashed the price of Tide.
 Massive price change in 1kg,500g and 250g packages of
both the brand.
AFTERMATH
 P&G took HUL to court over Rin’s Ad campaign.
 Surprised the industry because of an open war
declared by one powerful company against other.
 P&G filed a case in Calcutta High Court against HUL
for its comparative TVC.
 Comparative Ad campaigns are beneficial for both
consumer and producer, only if used to inform or
aware about the product.
 On the other hand, comparative Ads not beneficial, if
advertiser’s comparison is false or misleading.
ELEMENTS OF BRAND WARS
 Sales Promotion Technique.
 Compares the products or services of one company
with that of its competitors.
 Highlights the advantages of the product.
 Drives sales by comparing the features of a brand with
that of its Rival.
INTENTIONS BEHIND THEM
 To generate attention.
 To make claims that they are better.
 To claim that rival’s claim is not sensible.
 For consumer awareness a part of co-branding
strategies.
 To show market dominance.
ADVANTAGES
 Consumer awareness.
 Increased Market reach.
 Benefits to middleman and partners as well as final
consumer.
DISADVANTAGES
 Pigeonholes.
 Negative attribute.
 Financial loss.