Brinton Pharmaceuticals Launches ‘No pHighting Please’ campaign in light of the advertising war between two FMCG Giants

by Suman Gupta

Mumbai:Jan 2020: Brinton, a leading pharmaceuticals company has launched an apt campaign called ‘No pHighting Please’ nudging the two biggies to not fight over PH levels alone. The wittiness of the campaign lies in how the F in fighting has been replaced with PH, taking into consideration that the giants are fighting over the PH levels as well as the phonetic aspect of PH often used to sound F.

We are all tuned in to the mega battle between two titans fighting over the advertising campaign that one of them had slyly launched over the weekend. The advertising campaign targeted the competitors’ soaps naming the exact soap brand and comparing the PH levels of both self and competitors’ soaps. This obviously didn’t go too well with the competition and has led to a legal battle between the two.

But is PH level of soaps an aspect worth fighting for? No is what Mr Rahul Darda, Chairman & Managing Director of Brinton Pharmaceuticals Limited says. He is of the opinion that, “The ingredients of the soap, its syndet base, whether it contains other harmful chemicals or whether it is PSPM free and more, is what matters. Considering just one aspect and building a campaign over it is sending half-baked information to the end consumer. This is exactly why we decided to launch this campaign and educate the consumer so she can take a more informed call on what could have a major impact on the skin.”

Mr. Darda added, “This campaign has been well received by our consumers and the brand is getting lots of one-on-one messages thanking us to clear the air about what should be considered while making the purchase decision.” The soap brand of Brinton – Neobar will continue raging the battle against misinformation or sharing of half-baked information, with launching multiple creatives and messaging over the weeks to come.