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The new television commercial (TVC) for Hindustan Uniliver’s washing detergent brand Rin has attracted eyeballs, discussions, contradictions as well as a legal notice. All these reactions have taken course post the new TVC of Rin that directly counters the offerings made by the detergent brand ‘Tide Naturals’ by Proctor & Gamble (P&G).

The ad first aired on TV on the February 25 during the prime time slots. The Rin TVC claims to deliver more whiteness for clothes at a much affordable price when compared to Tide Naturals. Eventually it became a much discussed issue with eyebrows being raised upon direct assault made to the Tide Naturals by Rin. People discussed on twitter while blogs also came up.

According to the reports this followed by the complaints with Advertising Standards Council of India (ASCI) against the ad as it violates the self regulatory code of conduct.

In the most recent event, in this heated conflict between the two companies of the respective brands, P&G has moved the Calcutta High Court against Rin’s TVC. P&G says that the TVC was "disparaging" against its detergent brand, Tide Naturals, according to a report at The Times of India.

Television advertising has always been a way of taking over the competition and establishing a more appealing relation with the target consumers through competitive advertising. The most memorable ads have been those of the soft drinks Pepsi and Coke countering each other.

Being FMCG goods, the competition between the two brands is quite hard, but direct target is still not permitted in the Indian ad space. What next – remains the question!