No violation of the Advertisement Code by Lux Industries




A complaint filed by Amul Macho claiming plagiarism of its advertisement campaign by inner wear brand Lux Cozi which was dismissed by Advertising Standards Council of India (ASCI).

JG Hosiery the owner of Amul Macho brand lodged a complaint with the ASCI alleging that Lux Cozi’s advertisement is a ‘complete copy’ of the former’s ‘TOING’ advertisement released in 2007.


Amul contended that its advertisement was still available on Google as one of the most liked advertisements and the premise of the new Lux advertisement was identical with a similar storyline.

As a result, Amul sought immediate action against
Lux Industries.

To which the Lux Industries, contended that the complaint seemed to have been initiated with an intention to malign Lux’s reputation in the eyes of public and waste the time of the Consumer Complaints Council (CCC), adjudicatory body of the ASCI.

The CCC after observing both the advertisement held that Lux’s advertisement was not in contravention of the ASCI code and rejected Amul’s complaint as advertisements barely had any similarities between them.

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