ITC makes changes to its juice advertisements: HC told

ITC today told the Delhi High Court that it has made changes to its controversial advertisements which allegedly disparaged the juice marketed and sold by its rivals, Pepsico and Dabur.

The changes were placed before Justice Rajiv Sahai Endlaw who had called for them on April 6 when he restrained ITC from publishing and broadcasting its advertisements which allegedly belittled Pepsico India Holdings Pvt Ltd's 'Tropicana' and Dabur's 'Real' juices.

ITC, which is the manufacturer of B Natural juice, said it has dropped the words 'Tropicana' and 'Real' from its advertisements which will seen on hoardings, print and electronic media.

The company, represented by senior advocates Abhishek M Singhvi and Rajiv Nayar, said that it has also dropped the '#' symbol from its campaign slogan - #SayNoToConcentrate.

The changes made by ITC were accepted by Pepsico, represented by senior advocates P Chidambaram and A S Chandhiok, which said that the revisions should also be seen in the social media.

ITC assured that it would make the changes in its social media campaign as well and further said that Pepsico's product would not be disparaged at the event scheduled in Mumbai today.

The court took ITC's assurance on record and said that the revisions would be applicable to print, electronic and social media campaigns of the company.

It also said that both sides can video record the event to ensure there is no disparagement of the product of Pepsico which had on April 6 moved the court after the advertisements were published in national dailies on the same day.

With the direction, the court listed the matter for further hearing on May 9.

During the hearing, ITC said that Pepsico was aware of its campaign since much before, but it had approached the court at the last moment.

Pepsico had objected to the advertisement in which ITC stated, "Dear Tropicana and Real, come join us in making Indian juices concentrate-free. At 7 pm on 9th April. Venue: Bandstand, Bandra West, Mumbai. Yours truly, B Natural.