After which the product's brand name is revealed as Tide. Cut to Hindustan Lever's Rin Supreme ad where this unnamed detergent powder that is offered for trial does not provide that super whiteness. And then along come this woman talking about the super whiteness that Rin Supreme offers, while the man who had offered the unnamed detergent gets pushed to the background by a group of women talking about the excellent performance of the Hindustan Lever brand. Sure sounds like it. And if it is, it looks like the year's competitive action will find Rin and Tide at war.
Most laundry consumers know the difference between the products on offer.
Over the last three years, we have been working on existing brands, building a solid base. Now there are new launches coming up. Tide followed on May 3. And even here, we will still have to evaluate. Tampax, after all, is in a very nascent segment in India.