ASCI dismisses Amul Macho's complaint against Lux Cozi ad

The Advertising Standards Council of India (ASCI) has overruled a complaint filed by Amul Macho against Lux Cozi’s recent advertisement starring Varun Dhawan.

Amul Macho had alleged ‘similarity in terms of concept and executional elements’ against Lux Cozi’s much-talked about ad.

However, ASCI in its judgment observed that “there is no similarity in terms of concept and executional elements”. 

The complainant had stated that Lux Cozi’s advertisement had similarities to Amul Macho’s ‘toing’ advertisement, in the general layout, copy, slogans, visual presentations, music and sound effects.

The Consumer Complaints Council (CCC), however, observed that the advertisements barely had any similarities between them in terms of concept and executional elements.

The CCC concluded that Lux Cozi’s advertisement is not at all similar to Amul Macho’s earlier run advertisement in general layout, copy, slogans, visual presentations, music or sound effects, so as to suggest plagiarism. The TVC was not in contravention of Chapter IV of the ASCI Code, it said.

Saket Todi, Executive Director at Lux industries, said, “Our Lux Cozi 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. The verdict by ASCI establishes the fact that the advertisement bears no similarity whatsoever. The Complainant’s advertisement was last aired in 2007, and, thereafter, banned. No reputation, goodwill or brand equity can be vested in publicity/marketing material that has been banned to the public since the last 14 years. We respect the verdict by ASCI. Lux Cozi has a distinctive pedigree of innovation, be it in product launches or brand building initiatives. The verdict reinforces the fact that brand Lux Cozi is built on a foundation of truth and trust.”

Commenting on the matter, Udit Todi, Executive Director Lux Industries, stated, “We welcome the verdict passed by ASCI. As an established leading brand in the hosiery segment, pioneering many firsts for the industry, we must despise the false allegations by our competitor. This advertisement is something of a first, and the verdict does add some necessary clarity and sends out the right message about a responsible brand like Lux Cozi. We are already witnessing a growth trajectory in our sales and are very confident about our product’s success. We also find it surprising that our competitor does not have the attitude of fair play by acknowledging our success. They had filed the complaint after our new TVC with our brand ambassador Varun Dhawan was a huge hit amongst the netizens. As an industry leader, we are always loyal and truthful towards our businesses and customers alike, and it would be highly appreciable if these kinds of misleading complaints are not floated to spoil any brand’s reputation.”

While the two brands locked horns over plagiarism claims, many marketers and experts from the advertising world had deemed the Lux Cozi ad to be obscene and vulgar.

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