Its amazing that in India, where junta just cannot stand 'open' criticism it is amazing to me that they have started openly comparing products on their respective advertisements, like the new Horlicks (GlaxoSmithKline)Vs Complan(Heinz) where they display/show the competing products. This Horlicks ad, portrays Complan as an expensive drink and Horlicks being the cheaper with same 23 essential 'oota sathu' i.e vital ingredients! The Complan ad,on the other hand, a mother insults the other one asking when did u start compromising on children's growth as against cheap selling (Horlicks here) drinks. Horlicks'(Rs. 130/- odd) is a malt based product and its punch line goes, to grow, "Taller, Stronger, Sharper". Complan in spite of being a bit costly(Rs.170/-) debates it has all the 23 vital ingredients + 100% milk protein and as well "grow twice faster"!
Moral of the story : Look forward to Horlicks' pay-back ad and a Bournvita (Cadbury) Vs Boost (GlaxoSmithKline) Ad-war soon.
But, i guess its more to do with the 'recession' trend of ads, where the highlight is on the price. A previous bike ad would compare mileage, pick-up etc and finally when the price is compared, it goes, "bus yeh tumharah jyada hai". The same goes with the recent SUN Direct ad, they compare total number of channels, comedy channels, movie channels blah blah.. and then as they announce the price - the same old, "idu unnudaiyathu adigam".
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