Kellogg India has denied plagiarism charges levelled by EatFit on the brand’s latest ad campaign ‘Kuch Kar Dikhane ki Bhookh’ released two weeks ago.
In a statement, Kellogg India said, “Kellogg categorically and unequivocally denies all allegations of plagiarism/copying/reuse of the tagline in reference to our ongoing multi-media campaign. We are confident and proud of the team which worked on this campaign, and we believe in the originality of the idea and the strength of the creative expression.”
Curefoods’ EatFit, a food platform, had accused Kellogg’s of plagiarising and copying the concept and tagline of ad its campaign- ‘Kuch Kar Dikhane Ki Bhook’.
On Friday, Ankit Nagori, Founder, Curefoods, told BestMediaInfo.com that his company would take legal action against Kellogg’s for plagiarism.
Nagori said, “We are planning to take legal action as plagiarism in advertising is unacceptable at all costs. It is unethical and takes away the value of art, hard work, and creativity that goes into creating the original idea.”
Kellogg India said that as a responsible marketer, the company and its creative partner, Ogilvy India, did the due diligence before releasing this expression.
“In terms of completeness, a trademark search conducted before the launch of the campaign did not reveal any applications or registrations, otherwise,” the statement read.
EatFit’s ad campaign:
Kellogg’s latest ad film launched two weeks ago:
Clarifying further, Kellogg India commented, “‘Kuch Kar Dikhane ki Bhookh' is a summary of our campaign idea and our tagline, brought alive both as a Ssuper and Voice Over in our advertisement. The core message of our communication, 'Pet bhara hoga tabhi toh bhookh lagegi' is that 'only when your child's stomach is full will they be hungry to do more' and therefore, it makes this context unique.”
Kellogg India also shared that the campaign was developed internally by its creative agency and researched by us many months before it was aired on television.
“Like many other ads, the phrase is a colloquial term used widely and hence, we chose to go with this to deliver our message. ‘Kuch Kar Dikhane Ki Bhookh’ is a commonly used term and lacks exclusivity to any campaign. It cannot be called as proprietary material unless the same is protected under the Indian legal context,” read the company statement.
EatFit launched its campaign during the ICC Men’s international T20 World Cup last year and also aired on ‘Shark Tank’ India as the food platform was one of the sponsors of both these properties.
EatFit had also registered a complaint against the alleged plagiarism to the Advertising Standards Council of India (ASCI).
On Friday, Nagori told BestMediaInfo.com that he has already reached out to Kellogg’s regarding the same but didn’t hear from them. He said, “I have reached out to the brand officials personally (one-on-one) requesting them to take down the campaign. But, our team has not received any response from them yet.”