Ice-cream ad war: Amul to challenge high court order
The cold war between icecreams and frozen desserts is set to get hotter, with the Gujarat Cooperative Milk Marketing Federation (GCMMF), owner of brand Amul, planning to challenge a Bombay High Court order against its advertisements.
On Friday, judge S J Kathawalla granted a plea by Hindustan Unilever, makers of Kwality Walls ice-creams and frozen desserts, for an injunction against rival Amul’s advertisements. The commercials allegedly disparaged Kwality frozen desserts, claiming icecreams contained milk fat and frozen desserts had vanaspati (vegetable oil).
Though Amul has stopped airing the controversial ads, GCMMF is not willing to lay down arms. Managing Director R S Sodhi said it was planning to challenge the HC order before a bench. And also work on another campaign that brings out the differences between ice-creams and frozen desserts. “We plan to challenge this order in a division bench. We shall also work on another campaign to highlight the differences between icecreams and frozen desserts. We do not think our campaign was disparaging in any way for Kwality Walls,” he told Business Standard.
Sodhi felt the adverse judgment did not harm the brand equity of Amul ice-creams or alter consumer perception. “It is up to the consumer to decide what they want to consume, ice-creams or frozen desserts. We are only trying to help them make an educated choice,” he said.
GCMMF started airing the ads since March 4; they also ran a print campaign in leading dailies. The campaign highlighted ingredients that go into making ice-creams and frozen desserts. The tone of the ad seemed to suggest ice-creams were healthier. HUL had taken the matter to court on March 21, claiming it was misleading and disparaged its products.
Sudhir Sitapati, executive director, refreshments, HUL, had said, “We are pleased that the HC while injuncting Amul’s advertisement has agreed with HUL’s contention that Amul’s ad is false, misleads consumers and disparages frozen desserts. Kwality Wall’s products are made with milk/milk solids and do not contain vanaspati.”
Brand experts feel court battles over ads seldom dent brands.