MUMBAI: Hindustan Unilever (HUL) has obtained an ad-interim injunction against Patanjali Ayurved’s toilet soap advertisement, which allegedly disparaged HUL’s soap brands. The high court has directed Patanjali Ayurved to stop airing the said advertisement till the next date of hearing. The court will hear the matter on September 18.

Patanjali Ayurved officials did not respond to TOI’s calls. When contacted, an HUL spokesperson said, “We confirm that the Bombay high court has granted ad-interim injunction to the advertisement that was being aired by Patanjali Ayurved. Since the matter is sub judice, we will not be able to offer any further comments.”

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The said advertisement plays on names of leading brands like Lux, Pears, Lifebuoy and Dove, indirectly telling consumers to reject “chemical-based soaps” and adopt natural ones. Patanjali has been airing the said advertisement since Saturday (September 2). On Monday, HUL approached the Bombay HC, seeking an injunction against the said advertisement.

Indirectly hinting at HUL’s leading beauty brand Lux, which has over the years endorsed by several Bollywood stars, the Patanjali soap advertisement says, “Filmstars ke chemical bhare sabun na lagao” (“Don’t use chemical-based soaps of filmstars”). The advertisement similarly refers to HUL’s other soap brands like Pears — ‘Tears’ badhaye fears” (“Tears increase your fears”), and Lifebuoy with “Lifejoy na lao near” (“Don’t bring Lifejoy near you”).

HUL controls around half of the Rs 15,000-crore toilet soaps market. Patanjali, which has been disrupting FMCG categories by pushing its products on the “natural” or ayurved plank, has gone aggressive on the advertisement front as well. It has launched a frontal attack on almost all leading FMCG brands in toothpastes, hair oils, edible oils and soaps with its slew of advertisements, which indirectly compares its products with rivals.