Lux Industries has won its legal battle against Amul over identical advertisements. JG hosiery, the company behind the Amul Macho brand had recently approached the Advertising Standards Council claiming that Lux had blatantly copied its yeh toh bada Toing hai men's undergarment ad campaign.  the Lux Cozi version features Bollywood actor Varun Dhawan and Amul saw the ad campaign as an attempt by Lux to leverage the former's brand reputation in the men's inner ware space.

In response to the complaint, Lux Industries, owner of the brand Lux Cozi, contended that the complaint seemed to have been initiated with an intention to malign Lux's reputation in the eyes of public and waste the time of the Consumer Complaints Council (CCC), adjudicatory body of the ASCI.

Lux also pointed out a list of dissimilarities to show how the concept, theme and expression of both advertisements were in complete contrast to each other and hence, there can be no scope of similarity whatsoever.

Lux informed the CCC that Amul's advertisement had been a subject of controversy soon after it was released in 2007 on account of its "objectionable and indecent content".

Because of this, the Ministry of Information & Broadcast had banned the telecasting of that advertisement across all mediums.

Hence, there did not arise a question of taking any advantage of any brand equity or goodwill.

"No reputation and/or goodwill can be said to have accrued in favor of the Lux's advertisement on account of it having been banned by the Central Government of India," they said.

Observing that both advertisements barely had any similarities between them, the CCC held that Lux's advertisement was not in contravention of the ASCI code and rejected Amul's complaint