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Godrej, Whirlpool India Settle Ad Dispute
Jul 20, 2004
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The Mumbai High Court has disposed of a case filed by Godrej & Boyce Mfg. Co. against Whirlpool of India alleging unethical usage of one of its refrigerator models in a Whirlpool TV commercial. The case was thrown out after Whirlpool submitted a modified version of the commercial and said it would not use any of Godrej's products in any of its ad campaigns.

The commercial, created by FCB Ulka, for Whirlpool's sixth-sense technology single-door refrigerators, had shown a refrigerator model, which, according to Godrej "had identifiers on the facade which give away the brand (as being from the Godrej stable)."

Godrej had initially filed a case in the Mumbai High Court in June, demanding immediate withdrawal of the commercial, requesting its modification, and claiming Rs 50 crore in damages. "Since the ad has been modified, in a spirit of goodwill, we are not pressing for damages," says Mr. Motwani.

Whirlpool of India director legal Dinesh Mittal said: "Since Godrej felt a fridge used in the ad resembled their product, we realized their anguish and, in good faith, agreed to modify the shots through computer graphics. A mutual agreement was signed between us after corrective action had been taken."
(The Financial Express [Net Edition], Mukta Magazine)

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