The German company Sebmade has started advertising by comparing its soap to HUL’s Dove soap.
India’s largest FMCG company Hindustan Unilever (HUL) and German company Seabamed (Sebamed) are once again face to face. This time there has been an argument over advertisements between the two. The German company Sebmade has started advertising by comparing its soap to HUL’s Dove soap.
- January 25, 2021, 10:48 PM IST
new Delhi. India’s largest FMCG company Hindustan Unilever (Hindustan Unilever, HUL) and Germany’s personal care company Seabamed (Sebamed) are once again face to face. This time there has been an argument over advertisements between the two. The German skincare product manufacturer Sebamed has refused to back down on its strategy of comparing its soaps to Dove and other bath soaps. That is, based on this theme, Seabamed has also started its new paid content.
Talking to Money Control, General Counsel of Seabamed and Sandeep K. Rathore of Vice President Legal said that the Bombay High Court is in favor of such comparative advertisements. There are scientific facts behind them. According to Rathore, the Bombay High Court is of the opinion that consumers will get the right information from such comparable advertisements. The court is of the opinion that there is no harm in mentioning the name of the name of the rival companies in such advertisements. But negative language should not be used in such advertisements. Sandeep further said that keeping this in mind, we can adopt the strategy of saying Sebamed is perfect by not saying Dove is not perfect.
Seabamed started Ed Campan on 8 January
Seabamed launched an advertising campaign on 8 January. In this, the pH value of the company’s products was compared to HUL dubs, Pearce, Lux and even Rin detergent bars. HUL has filed a petition in the Bombay High Court against this advertisement. While hearing this petition, Seabamed was given some relief from Bombay HC. In which these advertisements were approved to continue with some changes. Talking further on this issue, Sandeep said that as per the High Court order, Seabamed does not compare bath soap with laundry soap. Keeping this in mind, Sebamed is now doing dubbing of HUL with soap in its new advertisement. Sebamed’s strategy is to continue this advertising campaign with some changes. People want to be aware of the rescue of Seamed.
On the allegations of showing negative side in the advertisement, Seabamed said that they want to make the customers aware of the pH value. (The pH value refers to the amount of acid in a product. A low pH is a sign that the amount of acid in a soap is low.) This type of comparative advertising is a simple way of creating awareness in customers about the pH value. At the same time, Money Control tried to negotiate with HUL. But no response has been received from his email.