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Purvita Chatterjee

MUMBAI, May 30

THE Rajan Raheja-promoted magazine, Outlook, has decided not to react to the current campaign from its competitor, The Week. The latter has recently released an ad which says, "This week it pays to change your outlook" , mentioning the difference in prices between the two magazines (Outlook - Rs 15, The Week - Rs 10).

Considering Outlook has recently increased its prices by 50 per cent, it has given its competitors a chance to take advantage of this price increase. However, Outlook has decided to stay away from taking any action against its competitor. States Mr Raj Mohan, Vice-President (Marketing), Outlook, we believe our readers go by quality and not the price."

In fact, last year, a similar ad war took place between the publications when The Week overtook the circulation of Outlook in the top metros except Delhi.

The campaign (devised by FCB Ulka) highlighted The Week overtaking Outlook's circulation as `Look Outlook Out'. Figures from ABC were quoted to justify the same. Outlook too reacted through a campaign devised by its agency (Triton) which read as, `The Week is Weak'. At present, according to ABC, Outlook sells 2.5 lakh copies per issue while The Week sells 1.9 lakh copies per issue.

Explains Mr M.G. Parameswaran, Executive Director, FCB Ulka, "Comparative advertising is something which is here to stay. The increase in prices gives us an opportunity to add more readers especially those who pick up magazines from the news-stands. Apart from the general buyers, we also wanted to break the myth among media planners about the circulation of the magazines. It is a friendly fight and we don't expect it to go to ASCI since we are not making a wrong claim."

According to Mr Sam Balsara, Chairman, Advertising Standards Council of India (ASCI), "As competition hots up there is likely to be an increase in comparative advertising. As long as it is 100 per cent factual, complete and aiding consumer in his or her decision making, there is nothing wrong in it. It is only when somebody wants to pull wool over the eyes of the consumer through some twists in the use of the English language, when comparative advertising goes all wrong."

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