Ceat achieved a ban on an Apollo Tyres advertisement

The Bombay High Court has imposed an interim ban on the use of an Apollo Tyres advertisement that "mocks and demeans" Ceat, a competitor of Apollo in the tire market, reports Indian media.

The ad promotes the Apollo Apterra AT2 off-road tire, and, as stated by Ceat, it compares it to the Ceat Crossdrive AT tire, which is in a worn-out condition, with the brand name hidden.

The court noted that the advertisement "makes an unfair comparison between the plaintiff's worn-out tire and the defendant's brand-new tire", and the main purpose of the ad is to discredit the competitor.

"Our company develops original tread patterns for various types and sizes of our tires to ensure their durability, comfort, and reliable grip on the road. Around 2020, we created a new tread pattern for the All-Terrain class tire, which was named Crossdrive AT and has been available since May 2022", Ceat reported, adding that comparing a worn-out Crossdrive AT tire to a brand-new Apterra AT2 is intended to make potential buyers believe that Ceat tires are of poor quality and worse than Apollo tires.

The Bombay Court recognized that the plaintiff presented substantial evidence for the imposition of the ban, as "otherwise, it would suffer irreparable harm that cannot be compensated financially".

The next hearing in the case is scheduled for October 11.