Feature

My Brand Strongest

When you are challenging a market leader, you need to have a few tricks up your sleeve and one such is comparative advertising with its cheeky humour and hard facts, but it can invite lawsuits

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A bunch of tough looking middle-aged men sit atop a herd of elephants. The beat of a motorcycle, which is distinctly familiar, plays in the background. The camera then cuts to the sound of a speeding Dominar 400 swerving effortlessly till it catches the attention of the men. As it approaches the elephants, it brakes easily and weaves through the herd before zooming away again. The voice-over says ‘Haathi mat paalo’ before closing the advertisement with ‘Dominar 400, go hyper riding’.