linkedin The ad world is no newbie to communication which pits one brand against another. Whether any sort of comparison is a case for proving one’s superiority over the other or is simply a gimmick to gain momentary recognition, is debatable. Over the history of advertising, comparisons have provided unforgettable campaigns, right from the infamous cola wars between Coke and Pepsi beginning in the late 1970s, to the war between Lalitaji’s Surf, and Nirma detergent powders in India. In recent news, German wellness brand Sebamed made headlines through its print and digital ads. The ad, made for its eponymous soap brand, took a dig at Hindustan Unilever’s (HUL) soap brands such as Lux and Pears (and even Rin!), stating that the latter had a higher pH level in their products. What ensued was a court battle, with HUL dragging Sebamed to court. Currently, Sebamed has been legally ordered to withdraw all its communication.