ASCI overrules Amul Macho’s plagiarism complaint against 'Lux Cozi'

28th September 2021, Mumbai:

The Advertising Standards Council of India (ASCI) has overruled the complaint filed by innerwear brand Amul Macho against Lux Cozi on its latest advertisement starring actor Varun Dhawan.

Earlier this month, Amul Macho had accused Lux Cozi of copying its 'Toing' ad from 2007 and subsequently approached ASCI to intervene. However, after inspection, the ASCI dismissed Amul Macho’s accusation of plagiarism against Lux Cozi as ‘baseless’.

Consumer Complaints Council (CCC) also dismissed claims of similarity between the Lux Cozi’ and Amul Macho advertisemnts in terms of general layout, copy, slogans, visual presentations, music, or sound effects, to suggest plagiarism.

The CCC further concluded that Lux's advertisement was not in contravention of chapter four of the ASCI Code related to fairness in competition and rejected Amul Macho's complaint.

The win reiterates Lux’s brand equity over baseless claims by Amul Macho, says Saket Todi, Executive Director, Lux Industries.

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