Top Story


Home >> Media – Print >> Article

Mint takes on Bloomberg UTV for ‘similar’ campaigns

Font Size   16
Mint takes on Bloomberg UTV for ‘similar’ campaigns

It’s a case of similarity breeding contempt. Business publication Mint is locked in a legal tussle with business news channel Bloomberg UTV over campaigns that are based on a similar thought process – simplifying business news. With the ads of both Mint and Bloomberg UTV along similar lines, there is thus a clash of campaigns.

For the record, the creative agency for Mint is Ogilvy India, while Bloomberg UTV’s creative business is handled by Taproot India.

Meanwhile, Mint has also filed a lawsuit against Bloomberg UTV on the terms of ownership of the original idea. Benoy Roychowdhury, Executive Director, HT Media Ltd, has confirmed the news.

Explaining the creative thought process of Mint, Roychowdhury said, “The whole premise of Mint’s campaign is based on the platform of clarity of news. Research shows that when readers read business news, most of them cannot understand the financial news, thus making them feel like reading a foreign language. Thus, based on this thought process, the campaign for Mint aimed to show that news in the paper was simple and clear and not incomprehensible like a foreign language.”

Roychowdhury asserted that the campaign based on this idea was released a year ago and claimed that it was intellectual property. Thus, a lawsuit had been filed against Bloomberg UTV for its campaign, which had a similar trajectory of ideas.

When asked if there was any communication sent in return by Bloomberg UTV, he stated that the channel had not accepted the allegation.

As for the Bloomberg UTV campaign, the thought process and objective of the campaign was to familiarise the audiences with the concept of ‘Blunt’ and ‘Sharp’.

No comments were forthcoming from Bloomberg UTV at the time of filing the report.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...