Beco defends transparency campaign amid HUL legal dispute

Aditya Ruia, co-founder of Beco, has defended the brand’s ‘#WarOnWhatsHidden’ campaign following a legal dispute with Hindustan Unilever Limited (HUL). The dispute involves a disparagement suit filed by HUL, which alleges that Beco’s advertisements target its Surf Excel and Vim products.

The Delhi High Court has reserved its order regarding whether it has the territorial jurisdiction to hear the case. HUL argues that the court has jurisdiction because Beco’s advertising is available online and its website allows orders to be placed in Delhi. Beco has challenged this, arguing there is insufficient territorial connection to the city.

Ruia stated that while the recent legal proceedings have been ‘daunting’, the company remains committed to its push for ingredient transparency. He argued that such transparency should be a standard for all brands in the home-care category rather than just a marketing strategy. The court has indicated it will not issue any interim orders regarding the advertising campaign until the jurisdiction question is resolved.