Ek Dum Cozy! Lux wins underwear TVC war
ASCI observed, “there is no similarity in terms of concept and executional element” between Lux and Amul Macho TVCs
MUMBAI, Sep 25 (The CONNECT) – Inner and outerwear band Lux Industries Limited has won the legal battle against Amul Macho regarding the former’s latest TVC featuring Varun Dhawan with the Advertising Standards Council of India (ASCI) overruling that the complaint filed by the rival brand.
ASCI observed that “there is no similarity in terms of concept and executional element”.
In its complaint, Amul Macho claimed that Lux Cozi had blatantly copied their popular Ad concept and executional elements. The complaint was made on grounds that Lux Cozi’s advertisement bears similarities to the Amul Macho’s advertisement in general layout, copy, slogans, visual presentations, music and sound effects.
After thoroughly examining, the apex body has observed that there is no resemblance in the advertisements and ruled in favour of Lux Cozi. The new Lux Cozi TVC has already become a huge sensation amongst the youths.
Saket Todi, Executive Director at Lux industries, 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. Through this verdict passed by ASCI, it is now an established fact that the advertisement bears no similarity whatsoever.
Stating that “we respect the verdict by ASCI”, Todi said “Lux Cozi has a distinctive pedigree of innovation be it in product launches or brand building initiatives.”
Udit Todi Executive Director Lux Industries the brand has already witnessing a growth trajectory in its sales. “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,” he said.
The Lux Cozi communication has evolved over the years in sync with the evolving consumer taste and preferences from APNA LUCK PAHEN KE CHALO to SUNO TOH APNE DIL KI to now EKDUM COZY. The brand has demonstrated the penchant for freshness and has retained high contemporary quotient in its communication. Lux Cozi is one of the strongest and fastest growing brands in the Lux industries portfolio besides other brands like Lyra, ONN, Genx, One 8.
Incorporated in 1995, Lux Industries Limited is a major player in the hosiery business having a market share of ~20% of the organised industry. Products include Men’s, Women’s & Kids Innerwear, Winterwear, Socks & Sacks for Women in varied colours and designs. The company has ~5,000 SKU’s under various Brands and Sub Brands of Lux. With focus on growing exclusive retail outlets and in providing customers with a seamless buying experience, the company’s products are available in ~4,50,000 retail points spread across India. Lux has a presence across the globe with exports to 47 countries.
