Kellogg India denies allegations of plagiarism after EatFit's claims
States that 'kuch kar dikhane ki bhookh' cannot be called as proprietary material unless the same is protected under the Indian legal context
Feb 05, 2023 11:10:00 AM | Article | Campaign India Team Share - 
Kellogg India has rolled out a statement in response to EatFit accusing it of plagiarising its brand campaign titled 'kuch kar dikhane ki bhook' (the hunger to achieve something).
Through the statement, Kellogg India wants to clarify that ‘Kuch Kar Dikhane ki Bhookh' is a summary of its campaign idea while the core message of its communication is 'pet bhara hoga tabhi toh bhookh lagegi' is that 'only when your child's stomach is full will they be hungry to do more'.
The brand claims that this message makes the context in which the line is used unique. The statement adds that the campaign was developed by its creative agency Ogilvy and researched by the brand many months before it was aired on television.
The brand further claimed that the phrase is a colloquial term used widely and hence, it was picked to deliver its message.
"‘Kuch kar dikhane ki bhookh’ is a commonly used term and lacks exclusivity to any campaign. It cannot be called as proprietary material unless the same is protected under the Indian legal context," said Kellogg India through the statement.
The statement added, "As a responsible marketer, we and our creative partner, Ogilvy & Mather (Ogilvy), did our due diligence before releasing this expression. In terms of completeness, a trademark search conducted before the launch of the campaign did not reveal any applications or registrations, otherwise. Kellogg categorically and unequivocally denies all allegations of plagiarism/copying/reuse of the tag line in reference to our ongoing multi-media campaign. We are confident and proud of the team which worked on this campaign, and we believe in the originality of the idea and the strength of the creative expression."
