Patanjali takes on Dabur, HUL again
The ad war is hotting up in the fast-moving consumer goods (FMCG) space, and this time it’s Baba Ramdev’s Patanjali vs Dabur and Hindustan Unilever Ltd (HUL).
In March, Patanjali released an advertisement in all leading newspapers, comparing the prices of its juices directly with Dabur’s Real Juices. “Will you still drink expensive juices with less fruit pulp or drink cheaper Patanjali juices with more fruit pulp, for good health and more savings?”.
Dabur was quick to return a fair punch. It complained to the Advertising Standards Council of India’s (ASCI) .
Upholding Dabur India’s complaint, ASCI’s consumer complaints council (CCC) last week directed Patanjali Ayurved ‘to withdraw or modify its advertisements for Patanjali range of packaged juices’.
“We have advised the advertiser to withdraw or modify the said advertisement. If you continue to see the advertisement kindly bring the same to our attention,” ASCI said in a mail sent to Dabur.
In a separate press statement, ASCI also said that Patanjali Ayurved “unfairly denigrates” products of its rivals in advertisements. Meanwhile, HUL has also written to the ad watchdog, complaining about Patanjali’s advertising and marketing claims. “HUL has complained about misleading claims made by Patanjali with regards to three variants of shampoos and has requested intervention to ask Patanjali to withdraw claims with respect to shampoos to protect interest of consumers and competition,” a source familiar with the development said.
“We would not like to comment on intra-industry issues. Advertising claims must be truthful, non-misleading and backed by scientific evidence. We follow these principles rigorously and expect all industry members to do the same,” a HUL spokesperson said.
ASCI and Patanjali did not respond to HT’s requests for comments.