JK Tyre has disagreed with the decision of the Advertising Standards Council of India (ASCI) that held the claim "JK Tyre— The No 1 tyre manufacturer" in an advertising campaign of the company as "misleading".
According to company sources, "JK Tyre— The No 1 Tyre Manufacturer was a plank, in their communication strategy, that was stopped in May 2002. The campaign doesn't exist anymore. The company has now written to ASCI on December 16 clarifying their position on the objections raised. According to sources the contention of the complainant is wrong. ASCI's latest verdict contradicts its own stand taken in May when it held that the same headline was not misleading says the company sources.
The company's letter to ASCI on December 16 stated that the "complainant is feeling threatened by our superior status and is, therefore, time and again resorting to such tactics without checking the relevant figures".
JK Tyre has also pointed out that the company manufactures JK branded tyres through the Vikrant production facilities and therefore for all practical purposes JK Tyre and Vikrant Tyre has to be looked at its entirety. According to sources even ATMA clubs JK figures and Vikrant numbers.
As regards the contention of MRF that the turnover figures from audited financial statements can only be considered as authentic and not ATMA production numbers, the company sources said that the turnover of MRF included a number of segments such as paints, industrial rubber products, toys, 2-wheeler and 3-wheeler tyres which need to be excluded before making any comparison with JK and Vikrant, which are manufacturers of only 4-wheeler tyres.
According to sources, ASCI had in May accepted ATMA numbers in support of their decision that the heading "JK Tyre— No 1 Tyre Manufacturer in India" was not false or misleading.