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1India: The Battle Of Rin vs. TideIndia: Ady an-dokambarotra ifanandrinan'ny Rin sy ny Tide
2Screenshot from video, courtesy Vivek BhatiaAmpahany avy amin'ny sary mihetsika, avy tamin'ny fahatsaram-pon'i Vivek Bhatia
3In India a recent advertisement on TV openly comparing between rival detergent brands caused an uproar in the blogosphere with bloggers discussing about rivalry, fair competition and ethics.Niteraka fifanoherana tao amin'ny tontolon'ny bilaogy any Inda ny dokam-barotra mampiranty vovon-tsavony 2 samy hafa mpifaninana. Miady hevitra momba ny fifaninanana, ny zavatra azo atao sy tsy azo atao mikasika ny dokambarotra sy ny fifaninana ireo mpitoraka bilaogy.
4Asstha Jain at Add2Ad blog informs:Asstha Jain ao amin'ny bilaogy Add2Ad, milaza:
5On Friday (beginning of weekend), all eyes were widened to see an ad from Hindustan Unilever Limited (HUL) for their brand Rin in which they do more than direct comparison with their competitor Proctor & Gamble (P&G) brand Tide (Tide Natural rather).Ny zoma lasa teo (fiatombohan'ny faran'ny herinandro), nihiratra daholo ny voamaso rehetra nahita dokam-barotra navoakan'ny orinasa Hindustan Unilever Limited (HUL) mikasika ny marika Rin, ary ao aantin'izany dokam-barotra izany no nanehoany ny fampitahana mivantana ny vokatra vokariny amin'ny an'ny mpifanandrina aminy, Proctor & Gamble (P&G) manana ny marika Tide.
6The ad not only speak the product attributes of Tide which they claim but also hit their marketing theme. [..]Tsy mijanona fotsiny amin'ny filazana ny heviny mikasika ny vokatra Tide fotsiny izy amin'izany fa manafika hatrany amin'ny sampana dokam-barotra an'ity farany mihitsy.
7The rivalry between these two brands is on since long when HUL reduced its price by 10-15% percent when Tide was offering 20% extra washing powder.Efa hatramin'ny ela ny fifaninana teo amain'ny roa tonta, hatramin'ny nampihenan'ny HUL ny vidin'entany hatramin'ny 10-15%, ary Tide koa manome kado 20% amboniny.
8Rin Detergent vs. Tide Naturals.Rin Detergent mifnandrina amin'ny Tide Naturals.
9Video uploaded by YouTube user Kunaljha123:Sary mihetsika navoakan'ny YouTube nampiasain'ny Kunaljha123:
10Gupta Infomedia explains:Gupta Infomedia manazava:
11The voiceover “Tide se kahin behtar safedi de Rin (Rin washes much whiter than Tide)” leaves nothing to imagination.Ny feo ambadika manao hoe: ” Manadio kokoa noho ny Tide ny Rin” dia tsy manome fahalalahana haneho hevitra mihitsy.
12It's war, open and direct.Ady, ady misokatra, ifanandrinana.
13Barring rare exceptions, fast moving consumer goods brands have stayed away from direct hits at competing brands.Ity no tena naningana, ny marika fanta-daza tena ampiasain'ny olona dia tsy mbola nahitana fifanandrinana teo amin'ny mpifanandrina hatramin'izay.
14Vivek Bhatia at Markadising Zone notes:Vivek Bhatia ao amin'ny Markadising Zone manamarika:
15It's the first time in India that competing brands have been named rather than pixilated (as they usually are) in a TV commercial.Izay vao nisy an'izany hoe marika 2 mpifanandrina niaraka notenenina tao amin'ny fahitalavitra teto Inda, fa tsy mba nolazaina ankolaka akory ilay mpifanandrina (tahaka ny fahita matetika) amin'ny dokam-barotra.
16Vivek provides updates as the battle has moved to court:Vivek nilaza ny vaovao farany fa tafakatra fitsarana ny raharaha:
17HUL claims that the Rin commercial is in line of advertising regulations laid by the industry.HUL manamarina fa manaraka ny lalàna ny dokam-barotra ataon'ny Rin.
18HUL terms its claim to be factual, accurate and substantiated based on laboratory tests done through globally accepted protocols in independent third party laboratories.Milaza ny HUL fa tena zava-misy no lazainy, marina, ary voamarin'ny laboratoara ifanarahan'ny orinasa tsy miankina rehetra.
19ASCI has even issued a notice to HUL to substantiate its claim.Nangataka ny HUL hanamarina ny fanambarany ny ASCI.
20P&G has also moved to High court against the disparaging advertisement of HUL's Rin.Nandeha tany amin'ny fitsarana ny P&G nitory ny dokam-barotra Rin, an'ny HUL.
21Prior to this, HUL had challenged P&G's claim in its advertisement on Tide Natural.Talohan'izao rehetra izao dia efa nihatsy ny P&G ny Tide Natural nanamarinany ny zavatra hoteneniny ao amin'ny dokam-barotra hataony.
22On being directed by ASCI, P&G seems to have modified its advertisement.Araka ny torohevitra nomen'ny ASCI dia efa nanitsy ny dokam-barotra nataony ny P&G.
23Anoop Vijayan thinks that this advertisement violated all norms of healthy competition.Anoop Vijayan mihevitra fa manitsaka ny fetra madio fanaovana dokam-barotra sy fifaninanana izao.
24Charu questions:Charu manontany:
25Is it healthy to throw mud at the competitor to state your point and increase the sales?Madio ve ny manoso-potaka ny mpifanandrina aminao hanamarinanao ny zavatra lazainao sy hampiakarana ny varotrao?
26Does these advertisements really affect the buying pattern of the public?Tena misy fiantraikany amin'ny fahazaran'ny mpijery fahitalavitra tokoa ve ireny dokam-barotra ireny?
27However, Frankie thinks that the ad was a free publicity for P&G by HUL.Na izany aza, Frankie mihevitra fa niteraka dokam-barotra maimaim-poana ho an'ny P&G ny zavatra nataon'ny HUL.
28Ashok at Doing Jalsa And Showing Jilpa takes a hilarious look at this issue noting that “controversy is the new advertising”.Ashok ao amin'ny bilaogy Doing Jalsa And Showing Jilpa no namoaka lahatsoratra iray mampihomehy mikasika ity toe-javatra ity ary nilaza fa “ny ambadika dia dokam-barotra vaovao”.
29Harish Bijoor at Indian Marketing Trends notices that the Indian brands are getting back to the good old basics.Harish Bijoor ao amin'ny Indian Marketing Trends no nanamarika fa miverina amin'ny fomba taloha be ny marika indiana.
30He opines that the current piece of Rin advertising is very clear in its visual language of comparison:Milaza izy fa ny dokam-barotra nataon'ny Rin dia milaza mazava izany amin'ny fomba fijeriny:
31Hey!Hey!
32This is old hat. This kind of comparative advertising used to work in the good old days when consumers sat up and made purchase decisions basis product attributes and product delivery norms in terms of solutions.Efa antitra be izany foma izany. taloha no nalaza ny dokam-barotra nampitaha, tamin'ny mbola nihaino fotsiny ny mpanjifa ary avy eo mandray fanapahan-kevitra amin'izay heveriny fa tsara kalitao mamaha ny olany.
33Good scent and whiteness are rather both generic to the category.Ny fofona, ny hafotsiny ohatra dia hevitra nahazatra amin'itony karazana itony.
34How much ever anyone shouts in messaging such as this, consumers are going to be yawning and saying what next.Na inona na inona antsoantso avoakan'ny dokam-barotra tahaka izao, dia mitazana fotsiny ny mpanjifa avy eo manontany hoe: “dia ahoana?”
35Consumers hate this kind of relapse into age-old advertising formats that have the same old message of the sixties with the creative ability and excellence of production standards of the 2000's staring back at them.Tsy tia fomba efa fampiasa tamin'ny taona 60 tahaka izao ny mpanjifa, izay mamerina ny zavatra niainana fahiny, fa kosa miandry zava-baobao noforonina mendrika ny taona 2000.
36Wake up and smell the change.Mifohaza amin'izay, ary raiso ny fanovana.
37The battles between brands are growing intense in India which is evident from the most famous cola wars in the past decade to the recent Onida vs Nokia advertisement war.Mihahenjana ny fifaninanana marika any Inda. Tena niseho izany tamin'ny ady malazan'ny Cola, hatramin'ny adin'ny dokambarotra teo amin'ny finday Onida sy Nokia.
38Sumathi Chandrashekaran at Spicy IP talks about another battle between kitchen cleaner brands ‘Mr Muscle Kitchen Cleaner' and ‘CIF Cream', which was settled in court.Sumathi Chandrashekeren ao amin'ny bilaogy Spicy IP no mamerina ny ady hafa koa teo amin'ny dokam-barotra “Monsieur Muscle” sy “CIF Crème” izay niafara teny amin'ny fitsarana koa.
39So it remains to be seen how Indian consumers deal with these comparative ads.Ny tsy fantatra anefa dia hoe ahoana ny fomba fandraisan'ny mpanjifa indiana ireny dokambarotra mampitaha ireny.
40They need to be aware of what competitive advertising can do.Tokony hojerena ny momba ny hoe hatraiza ny mety hiafaran'ny dokambarotra mampitaha tahaka izao any Inda.