It is learnt that real estate developer DLF Ltd and Larsen & Tourbro (L&T) are locked in a legal tussle over the use of the word ‘Building India’. DLF has been using the tagline ‘Building India’ for almost five years now. Now, the real estate major has sent a legal notice to L&T on the latter’s misuse of these words.
Meanwhile, L&T has been using the well-known tagline: ‘It’s all about imagineering’ in its communication. It is learnt that it has used the line ‘Building India, Nation Building’ and such in its body copy for its OOH campaign to which DLF has taken umbrage. The OOH campaign can be seen extensively in Mumbai and in some parts of the National Capital where hoardings are allowed.
Taking a stand, DLF has sent a legal notice to L&T on misuse of its tagline.
The line ‘Building India’ line was also in the line of fire recently during the DLF Indian Premier League (IPL). DLF, which is the title sponsor of IPL, had to remove the tagline ‘DLF Building India’, which was plastered on the cricket fields after a petition was filed to remove the word ‘India’ as players and the rest involved with the game were from all over the word.
It may be recalled that business publication Mint was involved in a legal tussle with business news channel Bloomberg UTV over campaigns based on a similar thought process – simplifying business news. Mint had filed a lawsuit against Bloomberg UTV on the terms of ownership of the original idea.