Ad Campaigns
Battle of the boxers: ASCI dismisses Amul Macho’s complaint against Lux Cozi
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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
