Trademark battle over an alphabet
In this day and age, it is common to use the letters "i" and "e" as prefixes in trademarks relating to goods and services, denoting some kind of association or suggestion relating to the internet or electronics. Therefore, no entity can claim right over such a letter as it is a descriptive mark, the Bombay High Court remarked last week while dismissing a suit by one insurance company against another. The product involved was a term insurance policy offered under the mark "Aegon Life iTerm Plus" on the one hand and a similar product with the mark "Aviva i-Term Smart" on the other. The latter offered its product through its website www.avivaindia.com and the other one offered it through its website www.aegonlife.com. Both products were recognised by online policy aggregators, such as myinsuranceclub.com, policybazaar.com, bankbazaar.com and easypolicy.com. Aegon moved the court alleging that the rival was “passing off” its product with the prefix “i”, confusing the consumers and causing losses to it. The high court rejected the contention that it had an exclusive right to the mark as it is descriptive. Moreover, the court remarked that to seek exclusive rights in a descriptive trademark, the claimant must prove that its trademark has acquired overwhelming goodwill and reputation in the mind of the public. It was not done in this case.