Reckitt Takes Hindustan Lever to the Cleaners

24 November 2006

NEW DELHI: The Delhi High Court dismissed Hindustan Lever's plea that rival Reckitt Benckiser India had disparaged its venerable red-coloured Lifebuoy brand in a comparative advertising campaign.

Lever complained that a Reckitt TV ad for its Dettol brand compared the product with four other soaps identified only by the colours green, brown, white and red, with titling claiming that the Reckitt product was "ten times better" than other coloured brands, including Lifebouy.

The High Court rejected Lever's claim that red-coloured soap was synonymous with Lifebuoy.

Opined the learned judgeof Lever's claim: "One cannot claim itself to be the market leader with 15% share. And there are many other soaps available in the market in red colour. Even Lifebuoy is available in four colours."

Data sourced from The Times of India; additional content by WARC staff