Colgate vs Pepsodent Comparative advertisement. 1. COMPARATIVE ADVERTISEMENT VS; 2. DEFINATION Comparative advertising is an. Colgate Palmolive (India) Ltd. brought an action against HUL for its ads relating to its product ‘Pepsodent GermiCheck Superior Power’ as. Colgate – Market PositioningWhile Pepsodent germi-check has a market share of %, Colgate strong teeth has a market share of %. The below discussion.

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We ask experts whether such tactics work and if they can influence consumer decision and help brands grab larger market share We ask experts whether such tactics work and if they can influence consumer decision and help grab larger market share….

Comparative advertising is something that the challenger brand should undertake; for example, Tyson Gay can challenge Usain Bolt, but it cannot be the other way around. A brand has to keep in mind how strong is the competition that it is taking on.

Comparative advertising is bound to get more and more aggressive and more and more in the open as the times get competitive. Most brands will use competitive advertising that pokes fingers into the eye of the competitor.

And most will say that it is their right to keep consumers informed. The point remains how effective is the ad.

Will it have an impact on how brand Pepsodent is perceived? The comparison needs to be crafted in a manner that a consumer can relate to.

Colgate v Pepsodent: Comparative Advertising

Interestingly, Promise which was launched in India insuccessfully gained the second highest market share after leader Colgate. It made an instant connect with traditional Indian households which have believed in dental ailments being treated with clove oil for decades. Consumers need to be involved in comparative advertising; people love seeing an underdog winning as they feel like they have won.

This will take the campaign a step further than a stronger germicheck, which the consumer may not care about immediately. Whilst examples of such competitive and aggressive advertising are essentially tactical bits that help boost brand salience, will this become a part of mainstream strategy for brands? Misbaah Mansuri 18 hours ago. Despite of this, one thing that remains intact is how creative, heart-tugging ads still stone through it all.

So exchange4media asked industry stalwarts their favourite campaigns in I like the Swiggy campaign. These campaigns brought about behaviour change and made not just a positive pepssodent on our brands but also on cllgate society. My two favourite pieces of work – one by another agency and one by my own are: The Story of Kaveri for the client: Reforest India and by the agency named Early Man Films.

The Story of Kaveri, in my opinion, has been one of the finest filmmaking that Indian advertising has seen. Even through the story is narrated in a lateral fashion, the visual drama, the haunting voice and the music hold you to the screen.

I consumed the poetry through the subtitles but I can only pepsodeng the impact it had on those who heard it in its original language. Above all of this, it made me feel for the river and I wanted to know more. Hindustan Unilever Limited Agency: From the work that we have created, the one that I am most proud of, is the water conservation film that my partner Harshad and I just completed for Hindustan Unilever.

Let cklgate take a shower. The film is already creating a conversation and we hope it will nudge the conscience of our society just enough to act on it. UniLever water shower ad. By Ogilvy, loved this ad as this is a good initiative, brilliantly done and it changes the behaviour of people about usage pdpsodent water. Coco Dhfl General Insurence the girl biker.


We generally stereotype girls with a scooter. This ad breaks it. Proud of my team for being gender sensitive. Fast Track Reflex Activity Tracker: It’s much harder to create impact in a short duration.

This ad not only communicates the feature but has a great penny-drop moment and is aided by immaculate execution. I like this as the creative idea is unique, the format is fresh and a ‘not-so-obvious’ extrapolation of the core property of ‘sweat’. My favourite ad of by another agency is the Stayfree – Project Free Period. However, an ugly truth that remains largely unaddressed is that millions of Indians still have to defecate in the open in unsafe, unhygienic and undignified conditions.

This activation brings the cosmopolitan, privileged Indian face to face with this disturbing reality in a jarring and compelling manner and encourages them to meaningfully support this cause. Needless to say, it allows Roca-Parryware to take on a larger, more inclusive stance on such socio-economic ills and create awareness around sanitation for all.

I was just back from Kerala after a client meet. I spoke to my cousins and the local folks who were in the thick of things.

Pepsodent vs. Colgate: How effective is comparative advtg?

The floods fs taken pepsodenh toll. There was help pouring in from everywhere, but Kerala needed to get its best known source of income back on track i. Oepsodent ad captured the little nuances very well, it was brilliantly timed and the brand fit was perfect. However there is also a realization, led by children, that Diwali is not about bursting the loudest crackers.

The festival of lights is best celebrated the traditional way. The ad puts the focus on that and integrated HP products seamlessly. The series launched by the food-tech brand clearly established the USP of Swiggy in terms of wide variety, large network and quick service. A consumer ordering just one gulab jamun and savouring it at the doorsteps is something that struck a chord. Another interesting aspect is how the films simply cut across the age groups.

In short, pepsodrnt food-tech brand just nailed it. This film is very close to my heart. My roots are in Kerala and I happened to be stranded there during the floods, and I saw its impact from close quarters.

The way the general public rallied around those affected brought tears to my eyes and made my heart swell with pride at the same time. And colgaet the initial furore had died down, Samsonite came out with this ad. The film was purely meant for the digital domain but the way it portrayed the flood-stricken state Kerala and coloured it with hope, completely changed the mind-set of audiences.

My two favourite this year are:. Spike Jonze video Apple HomePod It was awesome just from its pure visual poetry that defined what the product experience would be like for a consumer. It was a sensitive campaign that Samsonite did for Kerala tourism post the floods. It hit the spot while sticking to the correct balance in communication.

Misbaah Mansuri Correspondent, Mumbai misbaah. Misbaah reports on advertising industry. Based in Mumbai, she interviews industry leaders in the creative, advertising and marketing space, reports coolgate updates in the ad space.

In the past she has reported on mainline news, travel and lifestyle. The new TVC will feature Mirza discussing how her decision to fall back on Kesh King as a solution to her hair fall problem after childbirth was the best choice she has made. The new television commercial of Kesh King will feature Sania discussing how her decision to fall back on Kesh King to seek a solution to her hair fall problem after giving birth was the best choice she has made.


But I experienced hair fall combined with dry, pepsodetn hair after the birth of my child. I then came to know that this is a common and persistent post — pregnancy problem that exists among women and I wish to sensitize them of the best solution available in the market. It is nothing short of a miracle! Commenting on the association, Priti A. It has always been a reliable brand for its consumers over the years. We understand that post childbirth most women colgatee through both physical hormonal and mental changes that are unique to each woman.

Hair fall is a major manifestation of that physiological upheaval causing a lot of mental distress to the new mother. We are very happy to see Sania in her new role as a mother and wish both the mother and the child a very healthy and prosperous future. The latest campaign features the well-known actor Rahul Khanna and looks at goodness through the lens of time.

It shows how while most good things and good feelings in life are transient, the impact of an inspiring act of goodness lasts more than a lifetime.

Pepsodent vs. Colgate: How effective is comparative advtg? – Exchange4media

The campaign is brought alive in two films which show the protagonist navigating a journey of different moments of goodness; from a fleeting moment to some where the feeling of goodness lasts slightly longer.

The two films culminate in a larger act of goodness: It also, for the first time, brings on board a face for the brand by associating with accomplished actor Rahul Khanna. We are confident that this campaign will strike a chord with our target audience and inspire more people to devote themselves to a greater good.

This simple yet powerful human insight is what powers the communication for Pipers – a brand that has always put the wellbeing of others beyond mere personal gain. The film is directed by noted German director Tom Schlagkamp. Sensitively captured by highly sought out cinematographer Thimios Bakatakis. Styled by leading fashion designer Ashish N Soni.

Art directed with a real life yet luxurious feel by Lina Nordqvist. Print shot by aesthete Bharat Sikka. The new ad campaign aim at providing awareness and the importance of proactive planning for right solutions with respect to financial needs for retirement, child future and unforeseen circumstances. The campaign primarily cuts across all target groups and age bracket between years, while talking about individual protection plans, child future plans and retirement plans.

The campaign also intends to provide brand awareness for customers of its partner banks and in open market. The campaign will be aired on leading television channels across entertainment, movies, infotainment and regional genres and as well on various digital and social media platforms. The Online Term Insurance Plan TVC starts with a husband watching cricket match on TV and his wife steps in with a laptop in her hand blocking his view to show the insurance plan options.

Leo Burnett, Delhi Director: Neha Kapoor Production House:

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