Mint Explainer: Why brands are calling out rivals in their ads

Direct-to-consumer and regional brands are increasingly taking on established players, often without naming them directly. Lahori Zeera’s “India Ka Thanda” positioning, for instance, taps into the familiar idea of “thanda” associated with Coca-Cola’s “Thanda Matlab Coca-Cola” tagline, creating a comparison in consumers’ minds without explicitly naming the rival. Reliance Consumer Products Ltd’s Campa has taken a similar approach with “The Great Indian Taste”, echoing Coca-Cola’s long-running “Great Taste” positioning without directly comparing the two brands.