Anmol Gold, the coconut hair oil brand from Dabur India, in its snarky new ad took on competitor Parachute Oil brand from Marico in a recent print ad. The ad, which appeared on the front page of Saturday’s (November 23, 2019) edition of The Times of India, is pegged on the price factor, wherein it is mentioned that Dabur Anmol Gold is priced at Rs 30 for 100 ml, as against Rs 39 for Parachute Oil. “Dabur Anmol Gold Coconut now at a much better value than Parachute Coconut Oil,” stated the ad.
Both the companies have been competing with each other in the large hair oils market. While Dabur also has Vatika and Amla hair oil products, Marico has introduced different versions of Parachute Oil and also has Nihar Shanti Amla oil.
Last year, Dabur took Marico to the Delhi High Court for allegedly violating trademark and copyright laws by comparing their hair oil products and denigrating its Dabur Amla in a print. Marico had released print ad campaigns which compared their Nihar Shanti Amla hair oil to Dabur Amla oil
Shweta Purandare, secretary-general, ASCI commented, "Brands have been doing comparative advertising for a very long time across sectors especially in the FMCG category. As per Chapter IV of ASCI code for comparative claims, advertisements containing comparisons with other manufacturers or suppliers or with other products including those where a competitor is named, are permissible in the interests of vigorous competition and public enlightenment provided the comparisons are factual, accurate and capable of substantiation,"
Dabur’s move to actively promote some of its key brands comes at a time when companies are doing more to save their turf and expand market share in an environment where consumers are not spending freely.