Rajnigandha files complaint against Pan Parag for copying tagline

By Neha Kalra , afaqs!, New Delhi | In Advertising | July 23, 2008
ASCI has forwarded the complaint to Kothari Products, which has to reply by August 4

The & #BANNER1 & # Dharampal Satyapal (DS) Group, known for its popular pan masala brand, Rajnigandha, has filed a complaint against Kothari Products' flagship brand, Pan Parag. It was initiated for replication of the tagline, 'The Choice of Young India' -- used for Rajnigandha's new product, Meetha Mazaa -- in Pan Parag commercials.

The DS Group launched the mouth freshener, Meetha Mazaa, in February, targeting the youth in particular. TV commercials and outdoor hoardings promoting the brand carried the tagline, 'The Choice of Young India'.

Rajnigandha's Meetha Mazaa
The same tagline has been used by Kothari Products for its brand, Pan Parag.

Bhavna Sood, vice-president, communications and policy, DS Group, says, "The commercial of Meetha Mazaa has been on air since March 8." Shivrun Enterprises, based in Delhi, has produced the controversial commercial.

Rajesh Desai, managing director, Harmony Multimedia (the advertising agency responsible for the Pan Parag creative), says, "We had used the tagline in our radio jingle released in January, which was much before the release of the ad for Meetha Mazaa. The jingle was aired on Radio Mirchi and Radio City in Tamil and Hindi. I had suggested action when the Meetha Mazaa ad came on air, but we let it go. We will submit our evidence as a reply."

Pan Parag
Desai adds that the ad for Meetha Mazaa was first released in Hindi, with the tagline 'Jawaan India Ki Meethi Pasand', and we have been working on the concept for Pan Parag ad for around one and a half years.

Allan Colaco, secretary general, Advertising Standards Council of India (ASCI), says, "The complaint has been forwarded on the basis of the evidence that has been provided by the DS Group. Kothari Products has to send in a reply by August 4." On August 26, ASCI will have a meeting with the Consumer Complaints Council (CCC), after which a final decision will be taken.

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