Horlicks was invented by William Horlick (William) and his brother James Horlick (James) (1844-1921) in 1873.Complan, owned by the Heinz Company, was one of the most popular health drinks in India.
until the 1990s, Horlicks was the more aggressive player in the health drink market compared to Complan. While Horlicks introduced a series of variants aimed at the family segment and promoted its products well, Complan lay low on the promotional front, with its ads just focusing on the "extra growth" attribute.
Experts felt that in their quest to outdo their rivals, advertisers resort to comparative advertising and at times ends up denigrating the competitor brand. Some analysts felt that companies resorted to comparative advertising to gain publicity and to increase sale.Though both the companies backed their claims with scientific research data, they were still locked in a legal battle. Issues of disparaging ads by rival companies were often resolved by the ASCI. But with constant mudslinging at each other, the two companies decided to battle it out in the courts instead
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