Dabur drags Emami to court

The world of marketing is fiercely competitive. While creative advertisement might be entertaining, comparative advertisement, one of the aggressive forms of marketing, is a whole new ball game altogether. Nowadays, Dabur and Emami are in news.
  • Dabur is the market leader with a share of 58% in the category of chyawanprash. It also manufactures sugar-free chyawanprash.
  • Last year, Emami launched Zandu Chyavanprashad without sugar. In the ad, Emami claimed that its chyavanprashad has all the advantages of chyawanprash. The print ad of the sugar free product gave a warning in red ‘chyawanprash has 50 per cent sugar’.
  • Dabur’s contention is that Emami was trying to compare its sugar free product with Dabur’s product, which contains sugar.
  • The Advertising Standards Council of India (ASCI), an industry watchdog, claimed that ‘chyawanprash ke saare gun’ is misleading by exaggeration.
  • Later on, Emami deleted the content after ASCI order but the ad still exists on digital platforms like Youtube.
  • Dabur has dragged Emami to court for the ad which allegedly disparaged the chyawanprash category. The high court termed this campaign as misleading, unfair, deceptive, and created with dishonest intentions.
  • The Delhi high court has asked Emami to pull out the advertisement but Emami has gone into appeal, which could make it a protracted battle.
Whether it is Apple’s campaign vs. Microsoft’s or TOI’s vs The Hindu’s, the list is long. We’ve all come across advertisements when brands take on one another, and openly mock the rival brand through print, digital or broadcast media. And cases like Emami’s ad where companies make direct references to the competition sure do make for an interesting watch!
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Shubhi Sharma

Shubhi Sharma39 Posts

I love to express myself either by writing or by sketching. I’m a voracious reader and I love travelling. Music fanatic by birth, I love to play various instruments. I call myself an epicurean because eating delicious food is all that I really need. Stay happy and stay positive.

Keerti Nair

I am a management student with a creative soul. I’m a quick learner and a very ambitious person who believes that the mantra for success is to think out of the box.


An enthusiastic part-time freelancer who enjoys programming.  His Aim is to build conceptional and analytical products for a better tomorrow with sheer commitment towards becoming better every day and an eagerness to learn from people across different industries.


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