Beco, a relatively new player in the homecare sector,has launched a provocative campaign targeting two of largest brands in the industry: Hindustan Unilever's Surf Excel Matic Liquid and Vim Dishwash Gel. The campaign,titled #WarOnWhatsHidden, aims to raise awareness about the ingredients in everyday cleaning products, challenging consumers to scrutinize what they use.
Co-founder Aditya Ruia emphasized that initiative is not merely an attack on specific brands but a broader critique of an industry that has largely evaded the ingredient transparency seen in food and skincare sectors. He noted, "These changes have been driven by a lot of consumer education,and more importantly,transparency," highlighting a shift in consumer awareness that he believes is lacking in homecare .
The campaign features two short films that delve into the chemical compositions of Surf Excel and Vim. One film scrutinizes Surf Excel's ingredients,including Benzisothiazolinone (BIT) and Linear Alkylbenzene Sulfonate (LAS),while the other focuses on LAS in Vim. Independent laboratory tests conducted by a National Accreditation Board for Testing and Calibration Laboratories (NABL) accredited facility revealed concerning levels of these chemicals: 277 mg/kg of BIT and over 10% LAS in Surf Excel,and more than 8% LAS in Vim.
Beco claims that these substances are linked to potential skin,eye,or allergic reactions, a concern that the brand argues is not adequately addressed in the homecare market. Unlike its competitors,Beco's products are formulated without BIT and LAS,positioning itself as a safer alternative. Ruia stated that testing was thorough,involving multiple products and batches,and was based on samples purchased from retail outlets.
"Our objective has always been to look at what people are using most,and to bring out information in a manner that helps convey the message and builds the right context for them," Ruia explained. The campaign seeks to foster a dialogue about ingredient transparency,asking consumers to consider, "What are you putting in your products?"
However, targeting established brands like Surf Excel and Vim is not without its risks. Beco's strategy echoes previous campaigns in India, such as Sebamed's comparative advertising against HUL's Dove and Lux, which led to legal disputes over misleading claims. HUL has also faced its own challenges,including a legal battle over its Rin brand's advertising against Procter & Gamble's Tide Naturals.
Ruia acknowledged the potential for legal repercussions but expressed a desire to focus on the conversation about ingredients rather than litigation. "We would have much rather had this conversation about ingredients and not about lawyers or legal cases," he said. Beco has taken precautions,ensuring that its claims are backed by independent lab testing and have been vetted against Advertising Standards Council of India (ASCI) and Central Consumer Protection Authority (CCPA) guidelines.
To further substantiate its claims,the campaign includes QR codes linking to the underlying tests and citations . Ruia emphasized the importance of verifiability in comparative advertising, stating, "What the ASCI and CCPA guidelines on misleading advertisements require is a comparative claim to be truthful and relevant,and more importantly,verifiable and capable of substantiation."
As the campaign unfolds,the possibility of a legal challenge from HUL looms. Ruia stated that Beco is prepared to defend its position, asserting, "If and when a case is filed, we will meet it with the evidence." With this bold move,Beco is not only challenging industry giants but also pushing for greater transparency in a category that has long been overlooked .
