What’s in a name?
Does a name matter? William Shakespeare had Juliet say those famous lines
“What’s in a name? That we call a rose
By any other name would smell as sweet.”
The Bard did not think much of a name but today wars are fought over it, a tagline and the use of a particular word. Companies go to court, battle lines are drawn in social media, each one fires a salvo in TV commercials and print media. All hell is let loose over a name. Though all know- ‘a rose is a rose is a rose.’
The latest war is between ITC and Nestle’ over the usage of the word ‘magical’. Here is what happened.
ITC launched its brand of instant noodles Sunfeast Yippee! in 2010 Magic Masala. In 2013, Nestle launched Magical Masala. ITC took Nestle to court accusing it of deliberately using the word and creating a confusion in the consumer’s mind. In its decision, the Madras High Court rejected the petition by ITC and said that both words magical and magic can be used.
The war over the usage of the word ‘magic’ has for now been put to rest, unless ITC decides to pursue the matter in a higher court. There have been several instances when companies approached courts in a bid to stop the other from using a particular colour in their logo, even a shade and taglines.
Trade wars are always on but the one between Times of India and The Hindu, two well-known newspapers took on each other caught the eye of not just the lawyers but the common man.
The Times of India launched a campaign ‘Wake Up’ in Chennai taking a barb at The Hindu which has had a grip over the city. The intention of ‘Wake Up’ was to tell people that The Hindu was dull and allegedly putting them to sleep. The Hindu shot back by telling its readers thus: ‘Stay Ahead of the Times’.
There were huge billboards by The Hindu that read: We also have Page 1,2,4,5,6,7,8,9,…..deliberately avoiding the number 3 hitting at Times of India and stating that the latter is famous for Page 3 news about film gossip and celebrities, while The Hindu was a more serious newspaper. The Hindu followed it up with another advertisement through which it said ‘We not only cover wardrobe malfunctions but also government malfunctions’.
The truth of the matter is whether it is noodles or newspapers, the consumer will choose what he wants. The youth gets attracted to Times of India and the more serious reader to The Hindu. Likewise, the older generation will swear by the Maggi noodles but the younger lot will try and experiment and lap up Yippe!. For every product there are is a clientele and there is bread for everyone.
