AD WAR is ON

December 25, 2008 at 3:37 pm (Advertisement) (Ad war, Complan, Complan Ad, Complan and Horlicks, Complan vs Horlicks, Horlicks, Horlicks Ad)

AD WAR between Complan VS Horlicks:

Hi friends,

                I hope all of us r keeping a watch on what’s going on in the market… I was really surprised to see both big names in the health drink market dash each other directly.

               Here is de video of the ad found in youtube,

Ad goes this way,

The spot goes on with the Complan boy saying, my health drink has 23 nutrients, how much does yours have? To which the Horlicks boy’s answer is 23 nutrients and also something (eludes me, at the moment).

The Complan boy goes on to say, Mine makes me Taller’ with the show of measuring up the height on one’s shoulder at the Complan ads, the Horlicks boy replies, mine makes me Taller, Stronger & Sharper’.

The Complan boy then says, mine costs Rs.170 and the Horlicks boy replies, mine costs only Rs.131. The Complan boy then jubilantly says, Mummy, In this case we are higher right with the Mother making a grimace of I’ve-been-had kind of look.

The Ad ends with a couple of people carrying a Horlicks billboard with the 3 tenets of Taller, Stronger & Shraper clearly written in the background.

 In Marketing terms we call it as Comparative advertising. (Thanks to ad war I touch some book to know this)… but it doesn’t really state that u can directly target the competitor and degrade his brand.

Let’s take an overview:

What is Comparative advertising?

1. Comparative advertising is a form of advertising in which two or more named or recognizable brands of the same product class/category are compared and the comparison is made in terms of one or more product attributes.

2. The comparisons can be:-

a. implicit (brands implied but not named), or explicit (brands named);

b. the comparisons can be vocal or visual;

c. and the claims can be of complete advantage, of supremacy on some attributes but not on others, or of parity;

d. And the advertised brand can have a market share smaller than, roughly equal to, or greater than the comparison brand.

(Add on info: The market share of Horlicks is 60% and complain is at 15%)

In the ad (sry cudnt find any video link for the viewer who didn’t have a chance to watch the video in TV), v all cud clearly see both Horlicks and Complan take out each other.  And at this point v cant make out any suggestions..  All is to wait for the reaction of the consumers to ad…

My take wud be negative:

When Horlicks says Complan is bad the consumer may think.. why is Horlicks saying this? Aren’t they equally bad as well?

In Psychology, Psychologists call it as Spontaneous Trait Transference ….

But who cares ?

The Advertisement war is on…. Every time a New ERA has to be written….

~rams~

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