take this -I

X was started by Mr.G.L.Mirchandani and Mr.Vijay Mansukhani in 1981 in Mumbai as "MIRC ELECTRONICS". In 1982, X started assembling their flagship product at their factory in Andheri, Mumbai. Superior products and the combination of a distinctive voice, a cutting-edge advertising strategy, and purposeful marketing ensured that X became a household name. Over the years X has run a provocative advertising campaign which became a household name.Once again X has come into limelight with their recent campaign which has drawn the ire of fellow competitor Y. Identify X & Y and the advertising campaigns.