HUL has already dragged GCMMF to the Bombay high court for the campaign, which it says is “disparaging” towards frozen desserts. The ad is seen as a response to a campaign by GCMMF, which owns the Amul ice-cream brand, that claimed frozen desserts contain hydrogenated vegetable oil, often called vanaspati. HUL has already dragged GCMMF to the Bombay high court for the campaign, which it says is “disparaging” towards frozen desserts. The Kwality Wall’s ad was devised by HUL’s creative agency DDB Mudra, which declined to comment. “Until Amul did this (ice-cream versus frozen desserts) ad, I don’t think the consumer gave a damn,” said independent brand expert Harish Bijoor.

Source: Mint April 21, 2017 17:37 UTC