HUL Takes Beco to Court Over Surf Excel and Vim Ads

Hindustan Unilever (HUL) has moved the Delhi High Court against Beco over its latest comparative advertising campaign targeting Surf Excel Matic Liquid and Vim Dishwash Gel.

Beco’s #WarOnWhatsHidden campaign highlights ingredients such as Benzisothiazolinone (BIT) and Linear Alkylbenzene Sulfonate (LAS), claiming that independent laboratory testing found these chemicals in the products and linking them to potential skin, eye and allergic reactions.

Beco takes aim at category leaders

The campaign positions Beco around ingredient transparency and consumer awareness, directly challenging two of HUL’s established home-care brands.

According to Beco, testing by an NABL-accredited laboratory detected BIT and LAS in the tested Surf Excel product, while LAS was also detected in Vim Dishwash Gel.

HUL challenges the claims

HUL has strongly disputed Beco’s advertising, calling the campaign “untrue, misleading and disparaging.”

HUL’s counsel argued that Beco’s testing established the presence and concentration of the ingredients but did not establish that the finished products actually cause skin irritation or allergic reactions when used as intended.

The Delhi High Court has sought Beco’s response to HUL’s request for an interim injunction against the campaign.

Challenger brand vs established giant

Beco, meanwhile, says it is prepared to defend the campaign with the evidence behind its claims. The brand has effectively turned a competitor comparison into a larger conversation around what goes into everyday household products.

The bigger takeaway

The campaign highlights the power and risk of comparative advertising.

For challenger brands, directly taking on category leaders can generate attention, differentiation and consumer conversation. But when campaigns make strong claims about competitors' products, scientific evidence, substantiation and legal defensibility become just as important as the creative idea.

Beco’s campaign is therefore not just a battle between two home-care brands it is also a reminder of how far brands can push aggressive competitor-led marketing before it becomes a legal and reputational challenge.