Lux Cozi, one of the leading undergarment brands for men is now being faced with plagiarism allegations from another leading and famous undergarment brand in the country, Amul Macho. The claim mentions that the recent ad by Lux Cozi is a copy from the Amul Macho ‘Toing hain’ ad.
Amul Macho, one of the famous Men’s undergarment brands has seen to be on the headlines for its famous brand ambassadors endorsing their product. Some of them include Tiger Shroff, Saif Ali Khan, and more.
Lux Cozi isn’t far behind Amul Macho for its popularity and demand. The brand has seen big celebrities endorsing the product. It was just seen recently that Lux Cozi announced Varun Dhawan as their brand ambassador, which made fans go crazy.
Few days after the announcement came the arrival of the controversial ad featuring the brand ambassador himself, Varun Dhawan. In the ad, Varun was seen drying his clothes on the balcony, wearing just a towel.
Women on other balconies who can see Varun was thrilled to see him. Eventually, Varun who tries to impress these women gets caught off guard with another woman who was seen to be drying the latest Lux Macho underwear.
The 2007 Amul Macho underwear ad involves women washing clothes near a water body, and one particular lady catches their attention. They try to corner this lady as they too have been caught off guard with how she had Amul Macho’s underwear.
Both the ads show similarities, but whether it’s coincidental or plagiarism depends on the number of similarities and exactly how similar these similarities are. Both the ads display similar underwear at the end, similar in both color and size.
Another correspondence includes how in both cases a woman out of nowhere displays the underwear and the reaction of the supporting cast on seeing the underwear, which is being caught off guard. The fact that both the ads involve drying and washing off the clothes of several people belonging to a small village also raises the question of plagiarism.
But what most people should look into at the same time is why there is a need to sensualize Men’s underwear ads. It is a disturbing aspect to have to know that we live in a world where marketing is done misusing the context of sexuality and sensuality. As of today, Amul Macho has filed a complaint with the Advertising Standards Council of India (ASCI) for Lux Cozi’s plagiarism act and the ASCI has accepted the complaint for further processing.
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