Amul Macho seeks to stay in the new 'Lux Cozi' ad. for allegedly copying advertisement
6th September 2021, Mumbai:
Men's innerwear brand Amul Macho has sought a stay on Lux Cozi’s recently released advertisement campaign featuring actor Varun Dhawan.
The brand has filed a complaint with the Advertising Standards Council of India (ASCI) to seek the stay, Amul Macho is about to launch a new campaign which is an extension of its old campaign that was hugely controversial for being sexually suggestive. In its complaint, the company states that the ‘The Lux Cozi Ad’ takes undue advantage of Amul Macho’s brand equity, reputation and goodwill.
The TV commercial for Amul Macho Underwear which was released in 2007 showed a young woman suggestively washing her husband’s underwear on a riverbank as other women eye her curiously. After a heated public debate, the commercial was banned by the information & broadcasting ministry for being indecent.
The company then came out with a campaign which was an extension of the prohibited commercial which featured orangutans. It later changed the tagline from ‘ye to bada toing hai’ to ‘bade aram se’ which featured actor Saif Ali Khan.
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