Rival's complaint prompts Lever to adjust campaign

<p>NEW DELHI: Hindustan Lever (HLL) has modified its television </p><p>campaign for its New Superior Pepsodent toothpaste after the Advertising </p><p>Standards Council of India (ASCI) directed it to do so. </p><p><BR><BR> </p><p>Competitor Colgate had complained that the Lowe Lintas & Partners </p><p>creative execution had used similar sound effects as its TVC. </p><p><BR><BR> </p><p>The Pepsodent spot features a boy who reluctantly gives up sweets, </p><p>fearful of his mother's reprimand. However, his friend encourages him to </p><p>indulge his sweet tooth with impunity, saying he can use Pepsodent to </p><p>fight tooth decay. </p><p><BR><BR> </p><p>The boy eventually succumbs, but his happiness is short-lived. His </p><p>mother suddenly appears, accompanied by the sound effect of someone </p><p>being punched. </p><p><BR><BR> </p><p>The commercial ends with the boy saying: "Mummy, dishum-dishum, to </p><p>Pepsodent ka kaam hai na?" (Mother isn't it Pepsodent's job to fight it </p><p>out?). HLL modified the TVC by using a new effect to mimic a gun </p><p>shot. </p><p><BR><BR> </p><p>According to Colgate, it is using the punch sound effect for an ad </p><p>showing a man brushing his teeth. Colgate claimed its campaign had been </p><p>weakened by Pepsodent's campaign. </p><p><BR><BR> </p>