If you have the same bug like me, you should be following ads as closely as I do. There is a growing trend of companies making lofty claims and comparing competitors. What baffles me is that the claims have more often been sky-rocketing.
It was long time ago that HUL came up with its so-called brain food Amaze.
The packaging itself boasts that this is a brain food that gives 33% key brain nutrients children need. Is it? of course, since there is scientific evidence! How different is it from the Rin Vs Tide claims where the comparison was done on the basis of whiteness? Not very...since this is a fact that cannot be understood or validated by a substantial chunk of consumers.
Recently, there was a notice to HUL from Food Safety and Standards Authority of India (FSSAI) on the basis of compliance to rules. HUL is planning to change the labelling of Kissan Amaze to make sure it is not in the bad books of FSSAI.
How is its impact going to be? It's a trade secret that Amaze hasn't been doing well. There were rumors that HUL was trying to revitalize the brand. This could be a blessing in disguise because this provides a chance for rebranding the product. Companies generally get emotionally involved with the brands - more so with the failed brands, and tend to take time in taking them off.
Will this mean the end of the road for Amaze? I doubt. HUL might use this to their advantage by reinventing the brand. The million dollar question is will they be able to? This may well be like the classic case of Kelloggs which had to create a new segment and then promote its brand. Is the Indian consumer ready for brain food?
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