The Jhalawar Consumer Court has issued notices to Bollywood actor Hrithik Roshan, the manufacturer of Mountain Dew, and the distributor company in connection with an allegedly misleading advertisement. The court has directed all parties to submit their replies within one month.
The complaint has been filed by Advocate Gurucharan Singh, who has alleged that the claims made in the advertisement by the cold drink company and its brand ambassador are misleading, as per media reports.
According to the complaint, the advertisement has suggested that consuming the drink provides exceptional vigour and energy, enabling individuals to perform adventurous feats that would otherwise seem impossible.
Advocate Singh has stated that he was influenced by the advertisement, purchased and consumed the beverage, but did not experience any of the claimed effects. He has argued that both the company and the film star are jointly misleading consumers. Referring to Section 2(28) of the Consumer Protection Act, 2019, he has submitted that any advertisement containing false information about the quality, nature or benefits of a product qualifies as a “misleading advertisement”.
The Consumer Court has initially found prima facie merit in the complaint and has admitted the case. After examining the prima facie facts, it has issued notices to all respondents seeking their explanations.
The court has stated that it will examine whether the claims made in the advertisement are supported by scientific evidence or whether they are exaggerated representations intended to attract customers.
Advocate Gurucharan Singh has said that Hrithik Roshan promotes Mountain Dew with the message that the more one drinks it, the more courage one gains and fear disappears. He has stated that after watching the advertisement, he trusted the claims and bought the drink. However, after consuming it, he felt no difference.
He has maintained that the product contains no ingredient capable of increasing courage or eliminating fear, nor is there any scientific report supporting such assertions. He has described the campaign as misleading and has stated that this was the reason for approaching the Consumer Court.
The complaint has been filed on 20 January. After reviewing the matter, the court on 12 February has sent notices by post to actor Hrithik Roshan, the beverage company PepsiCo, and the distributor Varun Beverages Limited
