Lux Industries Limited, which is known for manufacturing more than 100 products across 14 major brands comprising a complete range of innerwear and outerwear, recently won a legal battle against Amul Macho regarding its latest TVC starring Varun Dhawan. In a ruling, The Advertising Standards Council of India (ASCI) in its judgement dated September 24, 2021, overruled the complaint filed by the rival brand and observed that “there is no similarity in terms of concept and executional elements” and gave its verdict in favour of Lux Cozi.

Amul Macho complained that Lux Cozi had copied their ad concept and executional elements. However, after examining the details, the apex body observed that there is no resemblance in the advertisements. Saket Todi (Executive Director, Lux Industries) said, “Our new TVC has become popular among the youth. The brand has always been proactive in adopting newer methods of production, developing innovative products and targeting the right audience through its unique branding and promotional activities.”

Udit Todi (Executive Director, Lux Industries) explained, “The complaint was made on grounds that our advertisement bears similarities to our rival’s advertisement in general layout, copy, slogans, visual presentations, music and sound effects. The Consumer Complaints Council (CCC) observed that the advertisements barely had any similarities between them in terms of concept and executional elements and concluded that our advertisement is not at all similar to Amul Macho’s earlier run advertisement, so as to suggest plagiarism. The TVC was not in contravention of Chapter IV of the ASCI Code.”

Saket Todi added, “Our advertisement is unique on individual points as well as in totality, and any semblance is fleeting and only in respect of elements commonly used in the trade, such as shape and colour of the garment. Through this verdict passed by ASCI, it is now an established fact that the advertisement bears no similarity whatsoever. We respect the verdict. Our company has a distinctive edge when it comes to innovation, be it in product launches or brand building initiatives. The verdict reinforces the fact that our brand is built on a foundation of truth and trust.”

Udit Todi said, “We welcome the verdict passed by ASCI. We are an established brand in the hosiery segment and this verdict adds clarity and sends out the right message about us being a responsible brand. We are already witnessing a growth trajectory in our sales and are confident about our product’s success.”