The legendary advertisements which gave Ambush marketing a new meaning, nobody expected that advertisements may go up to such an extent that Cos can declare an open war over Electronic and Print media....
And as people started forgetting the Ambush Advertisements of Coke and Pepsi; here comes another War, this time in FMCG industry.
Most of you may have guessed it right. The Rivalry between HUL and P&G.
This started last year When P&G started its ad campaign with Teasers, stating bout the Mystry Shampoo Product, and asking the people to guess the name of the product and send SMSs, and vote over the internet.
Everything was going alright as anticipated and P&G was getting a positive response from the market, everyone who saw the ad was taking interest in the Teaser and talking bout it in the Malls and Shops
Just then something happens........
HUL jumps in like guerillas... take out a survey and Ambush the P&G Ad campaign by putting Billboards across the country, "There is No Mistry, Dove is the number One Shampoo." Two days later we see this ad all over the Television, stating Dove is the number One and is the best because the Real Women Tested it and found it to be the best.
HUL did not used any Celebrity endorsement in the advertisements, but the used the face of comman women, and made this to be the key factor in their Ads, because P&G was using Shilpa Shetty as brand ambassador.
This action from HUL was not Welcomed by anyone in the Corporate world, but its the Costumers and Consumers who decides the success of any ad campaign.
HUL was successful in their campaign and Ambushed P&G. The Sale of Dove was reported higher than Pantene, and thus There Was No Mystery about what being the best....
