Mad ad world: ASCI notice to HUL over 'Rin' commercial

The Advertising Standards Council of India (ASCI) today said it has issued a notice to FMCG major HUL asking it to "substantiate" in 15 days the claim in a TV commercial that its washing powder 'Rin' is better than rival P&G's 'Tide'.

"We have asked for HUL's response. We have give them 15 days period and we will take up the matter on March 23," ASCI General Secretary Allan Collaco told PTI.

HUL's TV commercial with a tagline 'Tide se kahin behatar safedi de Rin' claims 'Rin' is better than 'Tide'

According to norms laid down by ASCI, comparisons between brands can be made only when they are scientifically and factually substantiated.

"Now, it is up to HUL to substantiate the claim," Collaco said.

When contacted, HUL denied receiving any notice from ASCI and said the Rin commercial is in line with advertising code followed by the industry. "The claim is factual, accurate and substantiated as it is based on laboratory tests done through globally accepted protocols in independent third party laboratories," an HUL spokesperson said.

A P&G spokesperson, on other hand, said, "We are aware of the disparaging advertisement on air against Tide Naturals and have filed a case against the same. The matter is currently being heard in the court and we are not in a position to comment on the outcome."