A branding spat has emerged between Indian mobile handset maker Lava International and JioHotstar, the streaming platform born out of the merger between JioCinema and Disney+ Hotstar. Sunil Raina, Managing Director of Lava International, has alleged that JioHotstar has appropriated the mobile company’s long-standing tagline #ProudlyIndian without authorisation.
“Lack originality”
In a LinkedIn post, Raina said, “We created the hashtag #ProudlyIndian nearly five years ago and had it registered. Recently, I noticed JioHotstar using the same tagline. I’m surprised that a company of their size and reputation would lack originality in this way.”
Reactions flood Social Media
The post triggered a flurry of responses from marketing professionals and social media users alike, many of whom rallied behind Lava. Among them was Jitendra Kushwaha, Head of Marketing at Global India and a former Lava executive, who wrote: “#ProudlyIndian stands with Lava Mobile. Original taglines reflect identity, and respecting IP rights is essential for fair and ethical branding.”
Another commenter observed, “If #ProudlyIndian is already registered and part of Lava’s brand identity, its unauthorised usage by another major player raises serious questions about originality and respect for intellectual property. Big brands must lead by example, not borrow what others have built with pride and purpose.”
The hashtag has been central to Lava’s branding over the past five years, often positioned to distinguish the company from Chinese smartphone manufacturers operating in India. However, the dispute has also drawn scepticism. Some users pointed out that the phrase “Proudly Indian” is broad and could be considered generic. One LinkedIn commenter wrote, “Sunil Raina, if I’m not mistaken, Lava has registered the tagline ‘Proudly Indian’ under Class 25, and Class 35 is still pending. Since broadcasting services like JioHotstar fall under Class 38, there doesn’t appear to be any trademark infringement in this case.”
JioHotstar, which has emerged as one of India’s largest OTT players following its consolidation, has yet to respond to the allegations. Legal experts say the outcome could hinge on the specifics of Lava’s trademark registration and the classes under which it is protected.