ASCI rejects Amul Macho complaint against Lux Cozi ad with Varun Dhawan

ASCI rejects Amul Macho complaint against Lux Cozi – The ASCI in its judgment of September 24 found that “there is no similarity in terms of concept and elements of execution” and declared Lux ​​Cozi the winner in the case.

New Delhi: The Advertising Standards Council of India ASCI rejects Amul Macho complaint against Lux Cozi recent ad featuring Bollywood actor Varun Dhawan.

The ASCI in its judgment of September 24 found that “there is no similarity in terms of concept and elements of execution” and declared Lux ​​Cozi the winner in the case.

Saket Todi, Executive Director of Lux Industries, said he was delighted with ASCI’s judgment.

“Our Lux Cozi advertising is unique in individual respects as well as in its entirety, and any appearance is fleeting and only with respect to elements commonly used in commerce, such as the shape and color of the garment. Thanks to this verdict by ASCI, it is now established that the ad has no similarities, ”said Todi.

“The Complainant’s advertisement was last shown in 2007 and was subsequently banned. No reputation, goodwill, or brand equity can be invested in advertising/marketing material prohibited to 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, ”he added.

Udit Todi, executive director of Lux Industries, also echoed similar sentiments and praised the ASCI verdict.

“As an established leading brand in the hosiery segment, pioneering many industry firsts, we must look down on the false claims of our competitor. 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, ”he said.

“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, ”he said. -he adds.

Amul Macho said in his complaint that Lux Cozi blatantly copied his popular advertising concept and execution elements.

The apex body, however, observed that there was no resemblance in the advertisements and rendered its verdict in favor of Lux Cozi.

The complaint was filed on the grounds that the Lux Cozi ad has similarities to the Amul Macho ad in terms of general layout, text, slogans, visual presentations, music, and sound effects.

The Consumer Complaints Council observed that the ads had virtually no similarity to each other in terms of concept and execution.

The Consumer Complaints Council concluded that Lux Cozi’s ad is not at all similar to Amul Macho’s previous ad in terms of overall layout, text, slogans, visual presentations, music, or sound effects in a way that suggests plagiarism.

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