Vicco tooth powder(Vajradanti!)

When Vicco tooth powder (remember the inimitable Vajradanti!), in its ads showed an allegedly useless – and obviously unattractive – oval shaped tin of a competitor, though without any label, everyone could still identify the “useless tin” as a Colgate tooth powder can. Once again, MRTP noted that the advertisement created an impression in the viewers’ minds that the can was of Colgate, and they would be inclined to believe that the product was absolutely useless, which was not right. As must be clear by now, though effective, comparative advertising should be used with extreme caution. Comparative advertising is most effective when it’s factual, and there are significant & meaningful points of differences that are highlighted.

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Source:- IIPM Editorial

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