Beco and Hindustan Unilever legal dispute

A legal dispute emerged between Hindustan Unilever Limited (HUL) and Kwick Living (I) Pvt. Ltd., the operator of the brand Beco, regarding Beco’s ‘#WarOnWhatsHidden’ advertising campaign. HUL filed a disparagement suit alleging that the campaign unfairly targeted its Surf Excel and Vim products.

Initially, the Delhi High Court focused on determining whether it held territorial jurisdiction to hear the case, as Beco challenged the connection between its online advertising and the city of Delhi. During this period, Beco co-founder Aditya Ruia defended the campaign, stating the company remained committed to its push for ingredient transparency, which he argued should be a standard for all home-care brands.

Following the jurisdictional resolution, the Delhi High Court ordered Beco to immediately withdraw and recall the advertising campaign. Justice Anup J Bhambhani ruled that the advertisements exceeded the limits of permissible comparative advertising, noting that Beco failed to provide a verified scientific basis for claims suggesting HUL products could cause skin irritation, itching, or eczema.