Conceived by Mudra, Delhi, the ad-copy compared the Samsung microwave ovens to similar products from competitors like LG, BPL and IFB-and naturally, tried to prove its superiority over the competition in several features.On July 28, LG Electronics retaliated with an ad in The Hindustan Times that shouts: ``Samsung's untruth exposed''. The ad went on to explain that the LG model mentioned in the Samsung chart (LG MS5835) does not exist.

Samsung now explains that this was a typographical error, with the correct model number being MS583. A press note released by Samsung on July 28, described the LG ad as ``Merely sensationalising asimple typographical error...The LG MS583 has on account of a typographical error been written as LG MS5835.

All the features of the Samsung Microwave Oven 945G being compared in the Feature Comparison Chart are with comparable models from BPL, LG MS583 and IFB Neutron, are valid and completely true.'' (sic)

Adds J H Park, vice-president, marketing, Samsung India: ``We stand by all our claims in the ad. We plan to continue with it after making the necessary correction.'' The company is now scrambling to come out with a counter ad with a headline which will establish ``The Truth'' according to Samsung. While the typographic error would be rectified, the "Samsung Superiority Challenge" chart would feature in the new ad.

However, an LG press note released on July 28, describes the Samsung ad as: ``A clear case of making a misrepresentation to tarnish LG's image and fool the customer. There is no such model in our MWO portfolio.''

Significantly, it appears that there is a simmering ad-war between the twoKorean multinationals -- and the current microwave controversy has only brought matters to a boil.

LG's July 28 press note, for example, claims there are not only other unsubstantiated claims in the Samsung ad that it does not want to comment on at this point of time, but: ``Samsung has also been making such misrepresentations about LG washing machines in their print ad that appeared in The Hindustan Times of June 23. The LG model WF 621 referred to in the ad in the comparison table was phased out four months back and replaced by a new model WF 6011, which was not compared in the ad.''

According to the LG statement, a letter regarding this was sent to Samsung on June 23, 1999, requesting Samsung to modify the chart in subsequent advertisements as it was tarnishing the LG brand image. ``Samsung neither responded nor did it incorporate any changes. Reminders were sent on June 30 and July 5, but the company did not even acknowledge them. Till date there has been no action on their part and the ad hascontinued,'' says the LG press note.

Adds Rajeev Karwal, vice-president, marketing, LG: ``We have always believed in honest marketing and will continue to do so. LG has never indulged in sensationalism or gimmicks.''

Samsung is now contesting that. Today's press note from Samsung points out that it is LG's `hard facts' that are open to debate. Earlier this month, the Advertising Standards Council of India is believed to have asked LG to withdraw its Healthwave Microwave Cooking System ad on the ground that its claims on maximum nutrition through its multiwave technology were open to debate.

Counters Vijai Narayan, assistant general manager, marketing, LG: ``The ASCI issue is over. The Council had objected to the phrasing of the sentence `maximum nutrition possible.' This has now been changed to `maximum possible nutrition' and the ad is being run in this form.''

While the ASCI embers were just about dying down, LG has now lit a fresh fire under Samsung with its latest ad. With Samsung now ready tocounter-attack with a new ad of its own, it will be some time before tempers cool down. Till then, the battles in the microwave industry might just be hotter than the microwaves themselves.