HUL Moves Delhi HC Against Beco Over ‘Misleading’ Campaign Targeting Vim, Surf Excel

Hindustan Unilever Ltd (HUL) has filed a lawsuit against D2C sustainable home care brand Beco at the Delhi High Court, alleging that Beco's recent comparative advertising campaign against HUL's products, including Vim and Surf Excel, is misleading. The ad campaign claimed that these HUL products contain chemicals that cause skin irritation and allergic reactions, prompting Beco to urge users to switch to its 'natural' alternative products.

HUL moved the court seeking an interim injunction against the campaign, alleging commercial disparagement, trademark infringement, and passing off. HUL's senior advocate, Amit Sibal, argued that Beco's claims were false as the safety tests were not conducted on the finished products, and merely testing the presence of chemicals in isolation was insufficient to establish claims of skin irritation or allergic reactions.

Sibal also noted that Beco had launched the campaign ahead of its Independence Day sale, knowing HUL would not have time to approach the court on a national holiday. Beco's founder, Aditya Ruia, claimed that all the product claims were substantiated by independent, NABL-accredited laboratories, and that the alleged harmful ingredients had been tested and documented in scientific literature.

He further stated that the hoardings were being taken down due to pressure from a larger advertiser with greater commercial weight. HUL's complaint will be heard by the court tomorrow.