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Business Companies 07 Sep 2017 Baba Ramdev's P ...

Baba Ramdev's Patanjali slips into trouble for ad against Pears, Lux, Dettol

DECCAN CHRONICLE
Published Sep 7, 2017, 12:59 pm IST
Updated Sep 7, 2017, 12:59 pm IST
Reckitt Beckinser (RB) and Hindustan Unilever Limited (HUL) secured orders of 'ad interim injunction' against Patanjali.
HUL and RB secured 'ad interim injunction' against Baba Ramdev's Patanjali for its aggressive soap commercial that disparages products of these brands.
 HUL and RB secured 'ad interim injunction' against Baba Ramdev's Patanjali for its aggressive soap commercial that disparages products of these brands.

Mumbai: Patanjali’s not-so-subtle nature of campaigning recently came under attack from consumer goods giants Reckitt Benckiser (RB) and Hindustan Unilever Limited (HUL).

According to a report in Business Standard, RB, sought and secured an “ad interim injunction” against Patanjali’s soap commercials for denigrating its brand Dettol, which is a household name among Indian consumers.

 

“The advertisement, while talking about Patanjali’s ayurvedic product, was deprecating RB’s Dettol soap,” RB said in a statement, reported the Quartz.

This incident took place just days after HUL sought a similar injunction against the Rs 1000 crore auyrveda FMCG brand for disparaging its products Lux, Pears and Lifebuoy.

HUL currently owns a giant share of India’s bathroom soap market.

The Patanjali soap commercial aggressively campaigned against these brands claiming they are full of chemicals. Hitting out at Lux, it said, “Filmstars ke chemical bhare sabun na lagao" (Don’t use the chemical-loaded soaps filmstars use). Criticising Pears, it made a hostile pun saying, “'Tears’ badhaye fears" (Tears increases fears).

Patanjali has evolved from a brand offering Ayurvedic medicines to one that houses every possible thing one uses in their daily lives. Its range of herbal products at affordable prices, has reportedly disrupted the FMCG market by shooting ahead of big players like HUL, RB, Colgate, etc.

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