ASCI rejects complaint against Rival Amul Macho’s Lux Cozi TV ad

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Advertising regulator ASCI has dismissed a lawsuit against underwear brand Lux ​​Cozi’s TV ad starring Bollywood star Varun Dhawan, filed by rival Amul Macho alleging plagiarism of his campaign.

ASCI’s Consumer Complaints Council (CCC) observed that the two ads “barely have any similarities” to each other in concept and execution, and were not in violation of its Code.

“The CCC concluded that the advertiser’s advertisement was not similar to the complainant’s previous advertisement in terms of general layout, text, slogans, visual presentations, music or sound effects, so as to suggest plagiarism. The TVC did not violate the ASCI code ”, indicates the order.

“This complaint has not been upheld,” said the Advertising Standards Council of India (ASCI).

Earlier this month, JG Hosiery, owner of underwear brand Amul Macho, alleged that his TOING ad was copied by Lux Industries for its LUX Cozi TV ad and approached ASCI.

Lux Industries, based in Kolkata, has launched a new advertising campaign for its Lux Cozi underwear brand starring Varun Dhawan.

Lux industries had contested before ASCI, its advertising is unique in both individual and total respects, and any appearance is fleeting and only with respect to elements commonly used in commerce, such as the shape and color of the garment. . Additionally, Amul’s Toing ad was last aired in 2007 and then banned. “No reputation, goodwill or brand equity can be invested in advertising / marketing material that has been banned from the public for the past 14 years,” he said.

Commenting on the development, Lux Industries Executive Director Udit Todi said: ” We welcome the verdict delivered by ASCI. ” “This advertisement is a first, and the verdict adds the necessary clarity and sends the good message on a responsible brand like Lux Cozi. We are already seeing a growth trajectory in our sales and are very confident in the success of our product, ” he added.

(This story was not edited by Devdiscourse staff and is auto-generated from a syndicated feed.)


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