The Battle Royale: Complan Vs Horlicks – Comparative Advertising and the Question of Ethics

The Battle Royale: Complan Vs Horlicks – Comparative Advertising and the Question of Ethics

In the competitive world of health drinks, two giants have been engaged in a fierce advertising war that has captured the attention of consumers and industry experts alike. Complan and Horlicks, both vying for dominance in the Indian health drink market, have employed comparative advertising strategies to establish their superiority. However, this marketing tactic raises important ethical questions and legal considerations. In this blog post, we will delve into the intricacies of this advertising battle, analyzing its implications and discussing the ethical dilemmas it presents. 

Section 1: The Fight for the Indian Health Drink Market Turns Ugly

The health drink market in India is a lucrative one, with consumers increasingly concerned about their well-being and nutrition. Complan and Horlicks, as key players in this industry, recognize the need to differentiate themselves from their competitors. This has led to an intense rivalry and the use of comparative advertising to gain an edge. However, the question remains: at what cost?

Section 2: Background Note

To understand the context of this advertising war, it is important to delve into the history and background of both Complan and Horlicks. These brands have been in existence for decades, building their reputation and customer base through various marketing strategies. Comparative advertising, as a relatively recent development, has added a new dimension to their battle for market share.

Section 3: The Health Drink War

In this section, we will explore the specific advertising tactics employed by Complan and Horlicks. From highlighting nutritional benefits to showcasing testimonials, both brands have utilized various strategies to convince consumers of their superior products. We will examine the effectiveness of these campaigns and the impact they have on brand image and sales.

Section 4: Backing up the Claims

While comparative advertising can be a powerful tool, it also requires substantial evidence to support the claims made. Both Complan and Horlicks have faced scrutiny and legal challenges regarding the validity of their assertions. We will delve into the importance of substantiating claims in comparative advertising and the consequences of failing to do so.

Section 5: Courting Trouble

The advertising war between Complan and Horlicks has not been without its fair share of controversy. Legal battles, accusations of false claims, and the involvement of regulatory bodies have further complicated the situation. We will analyze the legal and ethical implications of this advertising war and the potential consequences for both brands


The battle between Complan and Horlicks in the realm of comparative advertising raises important questions about ethics, legality, and responsible marketing. While competition is an inherent part of any industry, it is crucial for companies to strike a balance between promoting their products and ensuring transparency and accuracy in their claims. As consumers, we must be discerning and critical of the messages we encounter, understanding the potential biases and motivations behind them. In conclusion, the Complan Vs Horlicks advertising battle serves as a reminder of the complexities and challenges faced by companies in their pursuit of market dominance. It is crucial for businesses to navigate the fine line between competitive marketing and ethical practices, ultimately ensuring that consumers are well-informed and empowered to make informed decisions about their health drink choices. Also got to know about the Maruti Suzuki’s Advertising Strategies: Driving Success in the Indian Passenger Car Industry