Lux Industries won the legal battle against Amul Macho, regarding his last TVC with actor Varun Dhawan.
TVC revolved around a scene that showed a woman holding her man’s Lux Cozi underwear, indicating that it was best for Dhawan to stay away from her.
In a recent development dated September 24, 2021, ASCI rejected the complaint filed by Amul Macho, clearing the mark of all claims made by the complainant. He also said that the allegations made were unfounded and false and that the ad had no similarity in terms of concept and execution elements, as suggested by the complainant.
The complaint also accused the rival’s ad of having similarities to its old ad in terms of overall layout, text, taglines, visual presentations, music and sound effects.
However, the Consumer Complaints Council (CCC) observed that the ad bore virtually no resemblance, to the point of suggesting plagiarism. He also said the TVC did not violate Chapter IV of the ASCI Code.
Saket Todi, Executive Director of Lux Industries, said: “Our Lux Cozi advertising is unique in individual respects as well as in the entirety, and any appearance is fleeting and only in relation to items commonly used in commerce, such as the shape and color of the garment. Thanks to this verdict rendered by ASCI, it is now established that the advertisement does not present any similarity. The complainant’s ad was last aired in 2007 and then banned. No reputation, goodwill or brand equity can be invested in any advertising / marketing material that has been banned from the public for the past 14 years. We respect the ASCI verdict. Lux Cozi has a distinctive pedigree when it comes to innovation, whether in product launches or brand building initiatives. The verdict reinforces the fact that the Lux Cozi brand is founded on truth and trust.
Udit Todi, Executive Director of Lux Industries, said: “We welcome the verdict delivered by ASCI. As an established leading brand in the hosiery segment, pioneering many industry firsts, we must despise our competitor’s false claims. This ad is sort of a first, and the verdict adds the necessary clarity and sends the right message about 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. We also find it surprising that our competitor does not have the attitude of fair play in acknowledging our success. They had filed the complaint after our new TVC with our brand ambassador Varun Dhawan was a huge hit among internet users. As an industry leader, we are always loyal and honest to our businesses and customers, and it would be great if these kinds of deceptive complaints were not made to spoil a brand’s reputation.