Deepika Padukone: ITC vs HUL

In a queer coincidence, the newest star on the block, Deepika Padukone, features in different commercials belonging to rival camps. She has been roped in by ITC to promote its Fiama Di Wills soap brand, and is also seen in a rather dated commercial of Close-Up which has been revived by rival HUL.

While the Fiama Di Wills print advertisement has been recently unveiled, the "Kya aap Close-Up karte hain...." commercial dates back a couple of years when Deepika was a budding model.

Though Fiama Di Wills and Close-Up belong to different categories, and thus, do not compete, ITC is a fierce rival to HUL which has till date towered over meek and strong brands alike, in the highly competitive FMCG sector.

ITC has already marked a foray into core FMCG categories-soaps and shampoos. Industry observers say that it would eventually expand the basket to include more personal products. ITC's good financial backing is expected to assist the company in competing against the might of HUL.

On why ITC roped in Deepika, Sandeep Kaul, general manager, personal care business, ITC, said: "The Fiama Di Wills Brand personality is that of today's modern, confident, intelligent and aware woman. Deepika is the perfect embodiment of this personality."

Reasons for the revival of the old Close-Up commercial could not be ascertained. HUL is said to be within its legal bounds to feature a commercial done years ago, which brings forth the question: Would Deepika's Liril commercial done some years ago also be revived? There are no answers to this one, but if that happens, then the star would be seen promoting two rival brands from the same category.

While ITC did not respond to a TOI query, all an HUL spokesman said was, "the right on any creatives which are generated shall be governed by the law of the land".

O&M was responsible for the creative three years ago and Lowe, which is handling the Close-Up brand for HUL now, refused to comment. Advertising sources, however, said: "If the ad works for the company, they would use it. Ad agencies don't change creative elements unless there is consumer boredom."

BBDO's Josy Paul said, "It is opportunistic thinking and increases the buzz in the market."

Nearly a decade ago, Close-Up was caught in a similar wrangle with rival Colgate-Palmolive, when an old commercial featuring model Ruby Bhatia was revived ahead of a new Colgate product commercial which had the same model. The embarrassment was such that Colgate was forced to replace Bhatia.