MAM
Comparative advertising gets thumbs up from advertisers
MUMBAI: A brand trying to downplay its competition is nothing new. For years now, one has witnessed a brand praising itself and claiming to be better than its rival. What has changed over the years is the method; from ambush to disguise to in-your-face comparative advertising, brands have tried it all to catch customers‘ eye.
And in doing so, many a times, advertisers and brands have either gone overboard or crossed the line of ‘ethics‘ to get in trouble with customers, associations or rivals. The latest to enter the troubled waters was one of the leading toothpaste brand.
In the TVC, launched earlier this month, HUL‘s Pepsodent takes on Colgate-Palmolive toothpaste, Colgate. The advertisement shows Pepsodent Germicheck claiming to be 130 per cent superior in terms of germ attack power over market leader claim of having strong teeth even after four hours after brushing.
The ad which got more than four lakh views within a week on Youtube, took the world and especially the social media by a storm. It took a new turn when after a lull, Colgate-Palmolive (India) decided to drag Pepsodent to the Delhi high court.
Are we not mature enough to take comparative advertising? Can one call it a below the belt marketing? According to Leo Burnett national creative director KV Sridhar, “There is nothing wrong in comparative advertising until and unless the ad is stating facts to the consumers. A consumer needs to know what is good for them be it any product.”
He goes on to say that a TVC should be engaging for consumers as well as state specifics. When asked about Colgate dragging Pepsodent in court, Sridhar says, “Fight here is about superiority of brands. But one shouldn‘t forget about the interest of consumers as well.”
Similarly, Ogilvy& Mather‘s NCD Abhijit Avasthi too feels that if an ad is factual and beneficial to consumers then there is no harm in naming the competitor. However, he adds, “Even if we are open to such form of advertising, it is important for a brand to also be open to it. Otherwise, such fights will only become a matter of laugh among others.”
Advertising filmmaker Prahlad Kakkar sings in the same tune and believes that there is no harm in airing such ads if a brand has enough proof that their ingredients are better than the one they are claiming to be. “Customers have a right to know that which brand is better for them, because they are the ones who are investing their money.”
The advertising world is okay with comparisons so maybe it is high time for brands too to open their minds and enter the fight without a veil.
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
