The Advertising Standards Council of India (ASCI) has cleared Kellogg India's new ad campaign with the tagline 'Kuch Kar Dikhane Ki Bhookh', against which plagiarism charges were levelled by EatFit earlier.
Kellogg India said in a statement, "We, at Kellogg, welcome the ruling passed by the Consumer Complaints Council of ASCI on the complaint filed by Curefood India - EatFit against the YouTube advertisement of Kellogg’s Masterbrand with the tagline ‘Kuch Kar Dikhaane Ki Bhookh'.”
Last month, Kellogg India had denied the plagiarism charges levelled by Curefoods' EatFit, a food platform, on the brand's latest ad campaign. EatFit had accused Kellogg’s of plagiarising and copying the concept and tagline of its ‘Apko Kiski Bhookh Hai?’
EatFit had also registered a complaint against the alleged plagiarism with ASCI.
Kellogg’s latest ad campaign:
“ASCI has clearly agreed with Kellogg's stance that both advertisements are not similar so as to suggest any kind of plagiarism. ASCI has rightfully dismissed the complaint by ruling that there was no violation of its Code,” Kellogg India’s statement read.
“The self-regulating body appreciated that the two advertisements are entirely dissimilar in terms of their portrayal, dialogue, imagery, and audiovisual elements and also noted the distinct tag lines of the two advertisements,” it added.
Kellogg India went on to state that ASCI has “acknowledged that the use of the term ‘bhookh’ by various food-related brands is quite inevitable and not distinctive or exclusive to either campaign.”
“It understood the fact that our campaign had undergone thorough research and was finalised by September 2022 well before the airing of the complainant’s advertisement in October 2022, thus rendering the blatant accusation of plagiarism completely baseless and unfounded," Kellogg India said.
"We are grateful to ASCI for this decision as it re-affirms our beliefs in our creative ethics while establishing the fact that our campaign bears no similarity whatsoever with any other campaign, past or present," the brand added.
It further stated that Kellogg’s Masterbrand campaign, ‘Kuch Kar Dikhaane Ki Bhookh’, is a part of the larger campaign that has been built over the years, evolving and reiterating our brand’s purpose and larger message of ‘Nourish Your Great’.
The new campaign highlights how nourishing breakfast fuels children to achieve their daily milestones across academics, sports and extracurricular activities. This film is the first in the campaign and is being rolled out across media such as TV and digital mediums like YouTube, Instagram, Facebook, as well as E-commerce.
EatFit launched its campaign during the ICC Men’s international T20 World Cup last year and also aired it on ‘Shark Tank’ India as the food platform was one of the sponsors of both these properties.
Earlier, Ankit Nagori, Founder, Curefoods, had told BestMediaInfo.com that his company would take legal action against Kellogg’s for plagiarism. He stated that he has already reached out to Kellogg’s regarding the same but didn’t hear back from them.