New Delhi, April 28 -- Cheeky comebacks, digs at competitors, full-page ads claiming product superiority over "rivals"-brand wars are hardly new in the advertising world. Companies often engage directly with rivals through ads, jibes and social media posts, in a bid to stay relevant, sharpen their brand narrative or aggressively defend market share.

According to marketers, comparative marketing is used by both small and big brands: for smaller brands, it's a way to attract attention by challenging established leaders; for larger brands, it's an opportunity to display strong data to substantiate claims and communicate their superior offerings.

In either case, the campaigns are well-thought-out and tactical ways to build a brand narrative...