Colgate vs Pepsodent advertisement 2013 August
Advert showing as Pepsodent Germicheck has 130% more Germ attack power than Colgate Strong
Hindustan Uni-Lever's latest ad shows two kids brushing their teeth with Colgate and Pepsodent, with both packs clearly visible. When the children take a cavity test, the voice-over says that Pepsodent Germicheck is '130% behtar', or superior to Colgate, when it comes to germ attack.

"The new product provides additional germ attack power which is superior to Colgate's Strong Teeth. We have filed a patent in India, and will eventually get a global patent," says Satish Goel, global R&D director - oral care at HUL.

The latest commercial has been strategically timed, coinciding with a long weekend, giving enough visibility to the Pepsodent commercial and leaving Colgate with little chance to block the ad through Advertising Standards Council of India (ASCI) or take the matter to court.

ASCI's chairman Arvind Sharma says that an advertiser can name or claim superiority over a rival brand if it's supported with facts and substantiated with data. In the late nineties, both these companies were locked in a fierce court battle which ended in August 2003 after they went for out-of-court settlement by withdrawing their respective complaints.

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