The decision was handed down after Parle Agro - one of the leading Indian beverage and confectionary companies - took legal action to stop its rival's latest promotion.
In that campaign, Godrej claimed that Xs contained 50 per cent more fruit pulp than Parle's drink Mango Frooti. Godrej, however, rubbed salt into the wound via a play on words on the Parle brand with the tagline: 'Xs is frootier as it contains 50 per cent more fruit pulp'.
According to Parle Agro, the advertisement is misleading as the comparison is between a 200ml pack of Frooti with a 250ml pack of Xs. Secondly, the two drinks fall under different categories, with Frooti being a ready-to-serve fruit drink while Xs is a mango nectar.
Godrej, which argued that the campaign was based on fact, was eventually forced to withdraw the ads from newspapers and outdoor sites.
This is not the first time the two rivals have resorted to legal action to resolve a marketing communications dispute. Recently, Godrej was forced to change the colour of the packaging of its newly-launched fruit drink Jumpin after the courts had ruled that it was similar to a Frooti brand.
The rivals have been competing intensely for market share in India's growing ready-to-drink category.
Parle, whose advertising account is handled by Everest Integrated, has recently launched a range of new flavours - strawberry, orange and pineapple - in a bid to enter new segments and outmanoeuvre Godrej.
