Calcutta High Court rejects Emami’s disparagement claim against Dabur’s ‘Cool King’ ad

The Calcutta High Court has rejected Emami's disparagement claim against Dabur's "Cool King" advertisement. This verdict in the intellectual property dispute involving two major FMCG players highlights the legal complexities surrounding comparative advertising. Emami likely argued that Dabur's ad unfairly denigrated its product. However, the court's decision suggests that Dabur's advertisement either fell within permissible limits of puffery or failed to meet the threshold for disparagement. This ruling provides clarity on the boundaries of competitive advertising, affirming that not every critical comparison amounts to illegal disparagement, and reinforces the commercial freedom to highlight product advantages.