Top Story

e4m_logo.png

Home >> Media – Print >> Article

Mint takes on Bloomberg UTV for ‘similar’ campaigns

15-June-2010
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.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...