Sunday, February 28, 2010

Rin Vs Tide new Ad campaign Hungama...

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Who says HUL crossed the lane?? Who says HUL's new RIN vs Tide advertisement is illegal?? And it is misleading customers?? I feel P&G has tried to mislead the customers and HUL is trying to educate them...
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I didn't believe my ears.. Came almost running from Kitchen and re-confirmed what I heard with my friend who was watching the television and waited for the ad to appear again... Main tho Chaunk gaya.. stood absolutely stumped in front of the TV... Couldn't believe my eyes that HUL has gone for such a direct attack against P&G's Tide.. Kept on thinking what might be the reason only to guess after watching the ad on youtube closely for some 9-10 times. But, defenitely the Ad agency as well as HUL didn't get the customers perception right.. atleast definitely not as of now If the reason that I think of, is true behind this campaign.
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There's a huge buzz in the blogging arena about Rin taking on Tide directly in its new campaign. Rather than questioning HUL's ideology behind the campaign, people started crying foul over the campaign and expressing their concerns that it will be off the screens very soon... How does taking off the screens make things better for Tide??

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Already the damage is done to an extent although not to the extent HUL is expecting it to. As far as the legal or the ASCI rules are concerned HUL has played it safe with it's small disclaimers and notes below the ad as well as at the end of ad.. "As tested by Independent Lab" and "Issued in the interest of Rin Users". But still what's the logic behind such a campaign?? Definitely not the normal Rin Vs Tide attack.. definitely HUL tried to convey something which is not getting on to the customer's mind as easily as they expected it to get on...

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It's a well known fact that HUL and P&G have been trying to gain market share through price cuts although this has reduced their revenues for FY09-10. Recently in the month of January2010 P&G introduced an extension on it's brand line "TIDE" with the name of "TIDE NATURALS". This at a lower price. And around the end of January itself, HUL has brought down the prices of their detergents RIN, Surf Excel by 10-30%.

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Remind you!! P&G haven't cut the price of other versions of Tide to the price levels of Tide Naturals. But, In reality what the customers have started seeing in the supermarkets is Tide available at such a low price. Most of them never realized that it's Tide Naturals and not all versions of Tide are available at same price. As per relativity, If prices of actual RIN and Tide versions have come down by same extent the volume levels will not show much of a movement from RIN to Tide or Tide to RIN. But, there came a new entrant called "Tide Naturals" which started pulling the volumes of RIN. But, what's customer thinking while picking up a packet of Tide Naturals is..
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"I am getting Tide at a very low price" which is what the lady in the ad says, "Tide hain, Khushbhu bhi aur safedi bhi".. She has taken a Tide Naturals pack and she still feels She has taken Tide.. which is not true and who has mislead this customer?? P&G or HUL?? HUL is just trying to educate the customer by saying indirectly in a respectable manner, "You can compare Tide with RIN my dear.. But not Tide Naturals with RIN." It is not saying RIN is better than Tide w.r.t the cost but, it is trying to say it is definitely better than Tide Naturals w.r.t the cost.
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And HUL is also to be blamed one fourth for this confusion and the Ad agency that did this Ad for them for the rest three fourth. The concept of direct attack is wonderful and awesome but, I think the customer isn't able to get this right message from the Ad as expected by HUL and the Ad agency.. The customer feels RIN says, "RIN is better than Tide".. I think it would have been better if the Lady might have been shown in the ad picking up Tide Naturals instead of Tide original version and RIN.. This might have emphasised the effect of Tide Naturals in a better way..
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But still, this campaign is definitely a tough one to crack for P&G and their agency. Either HUL needs to bring more sense to this ad asap or else, if P&G comes with a campaign in reply (though it will be very difficult to counter the argument) HUL will definitely suffer huge volumes...
I had to view the ad nearly 10times with my eyes glued to TV at 1cm distance to get the blurred disclaimer that appears in the bottom twice during the TVC that says... " Schematic representation of superior whiteness is based on Whiteness Index test of Rin Vs Tide Naturals as tested by Independent lab"
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Open for Comments

Tuesday, February 02, 2010

Bajaj Allianz Life Versus Fixed Deposits…. (The best way to design a worst portray of universally disagreed reality)

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You need to be very strong at logic as well as the differentiated features of a product being compared to, when you decide to collide head on with a strong belief that has made it roots strong since years deep in the mind of a customer. And especially this becomes a basic necessity when your target group itself are these set of customers with strong belief. And if this necessity is not addressed by a brand then, it's a pure waste of effort in terms of money, time and talent with respect to the ad agency as well as the brand in picture. And I think Bajaj Allianz had just done it by not addressing the necessity in it's new campaign targeted at the customer's going for Fixed Deposits.

Fixed Deposits have been one of those products whose roots are buried into the financial planning of Indian since years. It is believed to be one of the best instruments that gives safe and secure returns. Though with time, we have moved money into other instruments like bonds, direct equity, insurance, mutual funds.... Still, there is a huge chunk of population that believes in FD's as the instrument to be put into. Customers who put their money into FD's can be broadly put under 2 categories. First category comprises of those who plan their wealth in a disciplined manner (either through their RM's or self) or those who fix amounts to be put into different instruments in the ratio they like it to be. Second category comprises of those who put their money only in FD's or bonds type of instruments and they have been like that since ages and they like to be like that only.


The new ad from Bajaj Allianz Life Insurance shows people in a bus making fun of a person investing his money into FD's. And starts questioning if his FD will give him "170% guaranteed returns, Life Insurance cover, Tax benefits ...” This is not targeted at any specific customer category we spoke of but, it is targeted at the money both these categories have been investing into FD's. Why will this concept not work for Bajaj Allianz???

The First category of customers have already planned their wealth in a disciplined manner or as per the ratio decided earlier and they believe that they are diversifying their wealth (although many of them are not diversifying in a disciplined or in the required ratio). This category of customers don’t agree to move money from FD into any other market linked product though you try explaining them on a face to face meeting. Hence, this category giving a thought about moving their money from an FD into any other products is a rare possibility.


The Second category of customers are those who belong to "We are like that only" category. It's nothing to blame them about their behaviour but, it's just their way of looking at managing their wealth. And their behaviour is well expressed by their modes of investments. A person investing only into an FD or bonds related products is a very low risk taker, very careful before investing into any product, will consider multiple options, re-check the details of product they would invest into.


The Logic that is used to collide head on with an FD is fine to an extent in terms of less returns, a Life Insurance attached (although at an extra cost) and is actually true in reality.. but it doesn't make much of a difference to this customer. I don't think this customer segment is financially illiterate to an extent that they are not aware that FD's give lower returns compared to equity linked instruments. And although if it makes a little sense to this customer to give it a thought, the way it is being advertised 170% returns makes the customer search for that * mark around some corner of the ad... And this customer already being a very careful evaluator, the only way he/she finally agreeing upon taking up this financial instrument is "mis-selling" by the agent/sales person.

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The best way to design a worst portray of Universally disagreed reality.....

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Open for Comments…..