There are a few rules are to how this combative, frontal, bold, in-your-face, name-calling can be played well to the audience; some which Scotts Goodson, the founder and CEO of Strawberry Frog (an independent agency) offers.
Rule #1: It is best for brands playing catch-up. It is silly to use the comparative ad-form if you are a leader, simply because you are unnecessarily bringing your competitor into discussion and prominence. This is really neither required nor desired.
Rule #2: Comparative advertising is ideal for a challenger brand, which genuinely believes (and can prove) that its brand is better than the established market leader. Problem however is that, during these times of modern-technology, catching-up might just take overnight, but sustaining it is a big challenge.
Rule #3: It is also critical to introduce humour in this genre, to kill boredom or self-conscious defensiveness.
At present, this form of advertising is gaining public attention yet again in the country. And this time, the Pepsi and Coke have been replaced by HUL (with its Rin) and P&G (Tide). With court proceedings coming into play, this literal act of washing dirty linen in public seems to have entered a completely new phase of re-definition altogether. So is comparative getting less politically correct and more aggressive and audacious to attract more attention? Is controversy the new hand-maiden of advertising, keeping pace with the tone and tenor of an era where novelty, sensation and thrills rule the life and times of a reality-show loving public? What follows is a direct conversational spill-out of our interactions with some members of the Adfrat.
Moon Moon Dhar, Creative Director of Perfect 10, a Delhi-based agency quite frankly says, “For me, it’s much-ado-about-nothing! It is clearly a sign of the sensation-seeking times we live in. With the crowded media space, a proliferation of products in the me-too zone and crazy competition, this kind of attention-grabbing tactic is bound to come centre stage.”
Renowned film-maker and former actor Aparna Sen summarily dismisses the ethical angle with a pertinent question, as she says, “When was advertising ever about ethics and morality anyway? It’s a calling that is totally engaged in manufacturing greed and creating wants. Ultimately, it’s about the consumers willingness or resistance to bite into the juicy, seductive ad proposition. Period.” Soma Bahn, GM, Corp-Comm & PR of the Kolkata-based healthcare company Medica Synergie, expresses horror at the latest HUL and P&G duel. “The first time I saw the TVC, I genuinely thought that HUL was showing it to tell customers that HUL and Rin belong to one family. Later, I got to know about the truth and was appalled! How can HUL ever hope to win customers by insulting its competitors? Wouldn’t promoting its own brand virtues in a positive and engaging manner be so much more professional and effective?” Not all witnesses are in a state of shock however, one of whom is the explosive ad and theatre maverick Bharat Dabolkar who says, “I am totally familiar with this genre and I have used it effectively during the past in many campaigns (like Nutramul v/s Bounvita, Zenith Computer v/s IBM). But there have always been measurable parameters anchored in fact, with demonstrable proof. They have always attracted controversy, but that comes with the new territory that is won.”
But the truth is, even someone like Dabolkar, who is quite at peace with such catfights (having been a lover of the trend-setting mock heroics of the iconic Pepsi v/s Coke face-offs across countries) was taken by surprise by the HUL versus P&G display. “This spat however is disgusting. But I am not surprised at all.”
There are some in the ad-world who question the very questions that are being raised. One such individual is Sid Ray, Executive Director of Response ad-agency, who says he does not understand why ethics is gaining the spotlight, “At the end of the day, it’s the consumer who accepts or rejects the brand proposition. He doesn’t care about morality or ethics.” Even former McCann veteran Santosh Desai agreeingly says, “Ethics come upfront only when consumer interest is damaged, and not when it comes to a silly mud-slinging. For me, it is a tired attempt to generate some interest into a flagging category. As both a strategy and tactic, it is hopelessly transient, at best catering to the current dumbed down media craze of projecting everything as a confrontation.”
Ad film-maker Prasoon Pandey also has no issues with this genre as he says, “I remember watching the delightfully entertaining, humorous and engaging Pepsi TVC a few years back, where they had a bottle of Coke being excavated from a cave. That was simply fabulous! Creativity is the key even in such cases.” But ad-guru Alyque Padamsee is not amused. “I think anyone who indulges in name-calling is inviting his opponent(s) to respond, triggering-off an internecine war that leads to grave damages on both sides, in terms of brand reputation and image.” Padamsee believes that this is a self-defeating exercise by HUL, and it would make more sense to “use the stones to build, rather than demolish.” He is convinced that controversy fetches eyeballs, but seldom emerges the winner in brand-building because consumers ultimately want the steak, not the sizzle! Veteran Nargis Wadia believes that this whole affair is in “a bad taste and represents bankruptcy in the ideas department and a desperation to attract attention.”
Some criticise it, some enjoy it, and some simply use comparative advertising as an interesting playground to bring the catfight before public eyes. Brave displays, bold words and boastful actions, these are what the new gladiators of the ad-world are learning fast. Welcome to the arena!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
Award Conferred To Irom Chanu Sharmila By IIPM
IIPM Lucknow – News article in Economic Times and Times of India
IIPM: Planman Stars – Event management made easy
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Follow Arindam Chaudhuri on Twitter
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine
Social Networking Sites have become advertising shops
Rule #1: It is best for brands playing catch-up. It is silly to use the comparative ad-form if you are a leader, simply because you are unnecessarily bringing your competitor into discussion and prominence. This is really neither required nor desired.
Rule #2: Comparative advertising is ideal for a challenger brand, which genuinely believes (and can prove) that its brand is better than the established market leader. Problem however is that, during these times of modern-technology, catching-up might just take overnight, but sustaining it is a big challenge.
Rule #3: It is also critical to introduce humour in this genre, to kill boredom or self-conscious defensiveness.
At present, this form of advertising is gaining public attention yet again in the country. And this time, the Pepsi and Coke have been replaced by HUL (with its Rin) and P&G (Tide). With court proceedings coming into play, this literal act of washing dirty linen in public seems to have entered a completely new phase of re-definition altogether. So is comparative getting less politically correct and more aggressive and audacious to attract more attention? Is controversy the new hand-maiden of advertising, keeping pace with the tone and tenor of an era where novelty, sensation and thrills rule the life and times of a reality-show loving public? What follows is a direct conversational spill-out of our interactions with some members of the Adfrat.
Moon Moon Dhar, Creative Director of Perfect 10, a Delhi-based agency quite frankly says, “For me, it’s much-ado-about-nothing! It is clearly a sign of the sensation-seeking times we live in. With the crowded media space, a proliferation of products in the me-too zone and crazy competition, this kind of attention-grabbing tactic is bound to come centre stage.”
Renowned film-maker and former actor Aparna Sen summarily dismisses the ethical angle with a pertinent question, as she says, “When was advertising ever about ethics and morality anyway? It’s a calling that is totally engaged in manufacturing greed and creating wants. Ultimately, it’s about the consumers willingness or resistance to bite into the juicy, seductive ad proposition. Period.” Soma Bahn, GM, Corp-Comm & PR of the Kolkata-based healthcare company Medica Synergie, expresses horror at the latest HUL and P&G duel. “The first time I saw the TVC, I genuinely thought that HUL was showing it to tell customers that HUL and Rin belong to one family. Later, I got to know about the truth and was appalled! How can HUL ever hope to win customers by insulting its competitors? Wouldn’t promoting its own brand virtues in a positive and engaging manner be so much more professional and effective?” Not all witnesses are in a state of shock however, one of whom is the explosive ad and theatre maverick Bharat Dabolkar who says, “I am totally familiar with this genre and I have used it effectively during the past in many campaigns (like Nutramul v/s Bounvita, Zenith Computer v/s IBM). But there have always been measurable parameters anchored in fact, with demonstrable proof. They have always attracted controversy, but that comes with the new territory that is won.”
But the truth is, even someone like Dabolkar, who is quite at peace with such catfights (having been a lover of the trend-setting mock heroics of the iconic Pepsi v/s Coke face-offs across countries) was taken by surprise by the HUL versus P&G display. “This spat however is disgusting. But I am not surprised at all.”
There are some in the ad-world who question the very questions that are being raised. One such individual is Sid Ray, Executive Director of Response ad-agency, who says he does not understand why ethics is gaining the spotlight, “At the end of the day, it’s the consumer who accepts or rejects the brand proposition. He doesn’t care about morality or ethics.” Even former McCann veteran Santosh Desai agreeingly says, “Ethics come upfront only when consumer interest is damaged, and not when it comes to a silly mud-slinging. For me, it is a tired attempt to generate some interest into a flagging category. As both a strategy and tactic, it is hopelessly transient, at best catering to the current dumbed down media craze of projecting everything as a confrontation.”
Ad film-maker Prasoon Pandey also has no issues with this genre as he says, “I remember watching the delightfully entertaining, humorous and engaging Pepsi TVC a few years back, where they had a bottle of Coke being excavated from a cave. That was simply fabulous! Creativity is the key even in such cases.” But ad-guru Alyque Padamsee is not amused. “I think anyone who indulges in name-calling is inviting his opponent(s) to respond, triggering-off an internecine war that leads to grave damages on both sides, in terms of brand reputation and image.” Padamsee believes that this is a self-defeating exercise by HUL, and it would make more sense to “use the stones to build, rather than demolish.” He is convinced that controversy fetches eyeballs, but seldom emerges the winner in brand-building because consumers ultimately want the steak, not the sizzle! Veteran Nargis Wadia believes that this whole affair is in “a bad taste and represents bankruptcy in the ideas department and a desperation to attract attention.”
Some criticise it, some enjoy it, and some simply use comparative advertising as an interesting playground to bring the catfight before public eyes. Brave displays, bold words and boastful actions, these are what the new gladiators of the ad-world are learning fast. Welcome to the arena!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
Award Conferred To Irom Chanu Sharmila By IIPM
IIPM Lucknow – News article in Economic Times and Times of India
IIPM: Planman Stars – Event management made easy
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Follow Arindam Chaudhuri on Twitter
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine
Social Networking Sites have become advertising shops
