Tag line: Rin, Tide se kahin behtar safedi de

Client: HUL

Creative Agency: JWT, India

Year: 2010

Background: The ad shows two mothers waiting at a bus stop for their children & carrying grocery baskets packet of Rin & Tide Naturals respectively. The Tide mother looks proudly at her purchase and brags about Tide’s ‘khushboo aur safedi bhi’ offering (fragrance combined with whiteness). The Rin lady simply smiles. When the school bus drops off the two children, the Tide mother’s boy is wearing a visibly dull shirt, while behind him emerges a boy clad in a stainless white shirt, who runs past the shocked Tide lady, over to his ‘Rin’ mother. To make things cheekier, the boy asks his mother, ‘Aunty chaunk kyun gayi?’ (Why is aunty so shocked?), where the word ‘chaunk’ could easily be a reference to Tide’s punch line, ‘Chaunk gaye?’
The voiceover concludes that Rin tide se kahin behtar safedi de, when it comes to whiteness, and at a ‘chaunkane wala‘ price of Rs 25, at that.

Comments & Insights: HUL could not arrest the decline of the shares of some key brands to the competitors like P&G , Godrej & the likes. This desperation has clearly manifested in the latest ad for Rin. No blurring of logos, no spoofing of competitor brand names this time. Comparative advertising is, quite obviously, not a new phenomenon by any standards, while it is almost formulaic for some categories. More >