On Pepsico’s plea, the Delhi High Court orders ITC to suspend latest ad campaign for juice brand

Team SoOLEGAL 9 Apr 2018 8:21pm

On Pepsico’s plea, the Delhi High Court orders ITC to suspend latest ad campaign for juice brand

New Delhi: While listening to a plea moved by Pepsico, an international Beverage and snack maker, against ITC for using its name unfairly in an advertisement campaign for its juice brand B Natural, the Delhi High Court directed ITC to suspend the advertising campaign.

In the ad campaign carried in the major dailies and other platforms by ITC for one of its juice brand ,it had invited rival brands like Pepsico’s Tropicana and Dabur’s Real to join ITC in its  endeavour to stop practice of using concentrates in the manufacturing of juices in India. April 9 was the date given for joint campaign. Pepsico raised objection and asked the court to direct the ITC to stop this campaign on all platforms- digital, print, outdoor and electronic.

Pepsico objections are two pronged, one prior permission has not been taken from it and the campaign has negative overtones for their products.

In a statement, Deepika Warrier, Vice-President-Nutrition, PepsiCo India, said: “In response to ITC’s B Natural media campaign, we took legal action against ITC in the Delhi High Court. We are pleased to note that the High Court today directed ITC to suspend the advertising campaign and remove all references to the Tropicana brand as well as #SayNoToConcentrate, as it is derogatory to the category of concentrate juices. ITC has been asked to take steps for removal of their campaign from all hoardings, electronic media and print media".

The Delhi High Court has asked ITC not to publish the “impugned advertisement” in the print or the electronic or social media till April 9, which is also the date for the next hearing in the matter.

When contacted, an ITC spokesperson declined to comment stating the matter is sub-judice.

Mudslinging by rival brands on each other is not a new trend in advertisement and with the critical summer season here, the pressure on the companies to improve numbers become too high and hence need for campaigns like these.

Tagged: Pepsico   ITC   Delhi High Court   Dabur  
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