EatFit has released a statement through which it accuses a 'large global brand' of plagiarising its brand campaign titled 'kuch kar dikhane ki bhook' (the hunger to achieve something).
The brand released this campaign during the ICC Men’s international T20 World Cup last year and aired it on ‘Shark Tank’ India.
Kellogg's India had recently rolled out a campaign with the same title. The campaign was conceptualised by Ogilvy.
The EatFit campaign was written and conceptualised by Reshma Thomas. Piyush Mishra provided the voiceover in the campaign.
Ankit Nagori, founder, Curefoods, said, "Plagiarism in advertising is not acceptable. It is unethical and takes away the value of art, hard work, and creativity of the brand in creating the original idea. Our campaign 'Kuch Kar Dikhane ki Bhook' was conceptualised by an individual artist. We're extremely disappointed to see a global brand reuse the exact same concept and tagline, without doing their due diligence. I request the brand to take down this plagiarised campaign. India needs to safeguard the efforts of individual artists and push back on blatant plagiarism. Let's come together to support originality, the value of creativity and give recognition where it's due."
Campaign India has reached out to Kellogg's and Ogilvy for a comment and the article will be updated if a statement is shared.
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