A knockout punch? Or plain foolhardy?

BY COMPARING ITS PRODUCTS WITH THAT OF BIGGER RIVALS SAMSUNG AND APPLE, XIAOMI MIGHT HAVE BITTEN OFF MORE THAN IT CAN CHEW

- GEETIKA SRIVASTAVA

WHEN TWO OF the world's biggest brands decide an ad has gone too far, you know the gloves are off. Tech giants Apple and Samsung have reportedly hit Xiaomi with cease-and-desist notices over campaigns that pitted its devices against theirs, accusing the Chinese challenger of crossing the line from comparison into disparagement (by belittling, mocking, or damaging their brands' reputation).

The episode marked more than a spat over specifications; it underlined how high the stakes now are in India's consumer market.

In theory, comparative advertising is legal in India. Brands are allowed to point out differences and even suggest superiority, provided the claims are factual, objective, and not misleading. But in practice, the execution often tips from cheeky to combative. Ambika Sharma, founder & chief strategist at Pulp Strategy, says why such advertising is a tightrope walk: "Comparative advertising works when it is sharp, fact-based, and respectful. It becomes a liability when the tone crosses into disparagement." That liability can come in many forms—litigation, regulatory scrutiny, or consumer fatigue.