It’s not first time that we have seen the litigation charges from one giant on other on some fancy advertisement claim. Recent case of Reckitt Benckiser again ignite the issue of brand war in India. In last decade all FMCG giants like HUL, P&G are faced intense competition and only price war cannot be the differentiating factor so companies often goes for false claims like no. 1,extra vitamin content etc we all seeing it all but this short term advertising tactics is often marring the long term strategies as company reputation go on stake if these claims are challenged in the concerned authority .Who can forgot the big fuss about P&G and HUL. Last year data shows almost 22% rise in these types of cases and this kept ASCI(Advertising Standards Council of India) quite busy these days. But the receiver is end user customer in all these cases as in the time cases get solved the company get the much wanted false lead over the competitor . These kinds of cases are not limited to FMCG sector only but other sector like Telecomm, Education and Insurance are catching in number of such cases. We can hope soon strict standards will be made for false advertising and we can see pure qualitative advertisement like good old times, the cycle will get itself repeated. Customer has to be careful from these false ads and take help of services like consumer forums and other sources to know the reality, only a educated smart customer can change this trend in India.
No comments:
Post a Comment