This is turning out to be a closet with many skeletons. Ever since Campaign India broke a story of a Pakistani brand Olivia copying an ad by BBlunt, a Godrej brand, there have been many more shocking instances emanating from the other side of the border.
Immediately, after the Kareena Kapoor ad caught public imagination, it came to light that Olivia was a habitual offender. Olivia had also plagiarised ads featuring Malaika Arora.
In another glaring instance, an ad by consumer goods major, Hindustan Unilever for its beauty care brand, Lakme has been ripped off by a Pakistani company D & B Skin Care. Coincidentally, this commercial also stars Kareena Kapoor Khan who was the model in the Godrej Group's BBlunt commercial as well.
Kapoor's managers were not available for comment. A response from both Hindustan Unilever, the owners of the Lakme brand and the custodians of Pakistan's D&B were not available till this story was published.
Online, and elsewhere, there is a growing chorus that the Pakistan Electronic Media Regulatory Authority (PEMRA) should intervene before the rampant copying of Indian ads featuring celebrities reaches pandemic levels (unless it has already reached a point of no return).
The transgression is not restricted to the space of personal care and beauty brands. There are also allegations that a mobile phone brand in Pakistan routinely lifts ads of leading mobile phone brands from India and a mattress brand in Pakistan also accused of commiting similar mistakes.
In the absence of clear cut guidelines, how this issue pans out will be closely watched.
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