Mumbai: Lux Cozi has won the legal battle against Amul Macho regarding its latest advertisement starring actor Varun Dhawan. In a significant ruling, the Advertising Standards Council of India (ASCI) has overruled the complaint filed by the rival innerwear brand stating that there was no similarity between the two ads in terms of concept and executional elements.

Earlier this month, Amul Macho had alleged that Lux Cozi had “blatantly copied” its 'Toing' ad from 2007 and subsequently approached Asci to intervene. However, after inspection, the industry watchdog observed that there was no resemblance in the two advertisements. Asci dismissed Amul Macho’s accusation of plagiarism against Lux Cozi as ‘baseless’.

According to the Consumer Complaints Council (CCC), the Lux Cozi’s ad is not at all similar to Amul Macho’s earlier TVC in general layout, copy, slogans, visual presentations, music, or sound effects, so as 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.

According to a statement issued by Lux Industries, the win reiterates Lux’s brand equity over baseless claims by Amul Macho.

Lux industries executive director Saket Todi said the 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. “It is now an established 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 for the last 14 years. We respect the verdict by Asci," he added.