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Following the earlier incidences on the latest row between the FMCG companies Proctor & Gamble (P&G) and Hindustan Unilever Limited (HUL), a High Court Order has asked the latter to cease circulation of its controversial Rin ad campaign.

The Calcutta High Court has passed an interim jurisdiction where HUL has been asked to take off the concerned advertisement with immediate affect. Moreover, it is believed that the court has barred HUL to show any such competitive ads in future as well.

Just to have a recap of what went through, HUL released a new campaign for its detergent Rin last month. The ad directly targets competitor Tide Naturals, a detergent by P&G and claims to provide more whitening for the clothes post wash at a more affordable cost.

Complaints were filed with the self regulator ASCI against the ad. Discussions thronged the blogs and web portals. The questions asked was: are the advertisers allowed to counter competition in ads directly by indicating the name of the brand!

P&G, thus, moved the Calcutta High Court against HUL’s Rin ad claiming that the ad was “disparaging" against its detergent brand, Tide Naturals. Over the whole time HUL maintained its statement that the ad was created after the requisite tests.