This move came on ASCI's part following a complaint filed by Fena Ltd alleging that the advertisements of Vim are misleading insofar as they depict an association between the product and a lemon. Fena had alleged that Vim as a product has no traces of lime and that the depiction of the product as nimbu power was misleading.

According to ASCI the complaint has been upheld as the ads have contravened Chapters L1 and L4 of the Code.

Significantly, Fena had earlier dragged HLL to the MRTPC on similar grounds with regard to the advertisements of another HLL brand, Wheel. The MRTPC hearing on that case is scheduled for May 13. Fena had alleged that HLL is misleading consumers by depicting that lemon is an important ingredient in Wheel whereas the product showed no traces of lemon in a lab test.

The two companiesfirst crossed swords following the sudden dropping of Fena's innovative ``think beyond nimbu'' advertisement-which directly took on Wheel-from Doordarshan's popular serial Om Namah Shivay. Fena felt that HLL, being the biggest advertiser for that serial, had pressurised the producer of the serial to drop Fena's advertisement.

This prompted Fena to approach the MRTPC for Wheel-and later ASCI for Vim-alleging that the HLL ads are misleading the consumers by depicting the two brands' association with lemon.