Our campaign tagline and idea is unique: Kellogg

Kellogg has responded to allegations made by EatFit that the cereal brand has lifted its advertisement “Kuchh Kar Dikhane Ki Bhook” launched for the ICC World Cup last November.

In its response to the issue, Kellogg said, “We would like to clarify that  ‘Kuch Kar Dikhane ki Bhookh' is a summary of our campaign idea and our tagline, brought alive both as a Super and Voice Over in our advertisement. The core message of our communication, 'Pet bhara hoga tabhi toh bhookh lagegi' is that 'only when your child's stomach is full will they be hungry to do more' and therefore, it makes this context unique. This was developed internally by our creative agency (O&M) and researched by us many months before it was aired on television.

Like many other ads, the phrase is a colloquial term used widely and hence, we chose to go with this to deliver our message. ‘Kuch Kar Dikhane Ki Bhookh’ is a commonly used term and lacks exclusivity to any campaign. It cannot be called proprietary material unless the same is protected under the Indian legal context.

As a responsible marketer, we and our creative partner, Ogilvy & Mather, did our due diligence before releasing this expression. In terms of completeness, a trademark search conducted before the launch of the campaign did not reveal any applications or registrations, otherwise.”

Kellogg has also categorically and unequivocally denied all allegations of plagiarism / copying / reuse of the tag line in reference to our ongoing multi-media campaign. “We are confident and proud of the team, which worked on this campaign and we believe in the originality of the idea and the strength of the creative expression.”

https://www.exchange4media.com/advertising-news/kelloggs-vs-eatfit-asci-approached-over-similarities-in-ads-125154.html