Peta India engages in a Twitter battle with Amul over use of a vegan athlete's visual rendition

PETA (People for the Ethical Treatment of Animals) India has engaged in a Twitter battle with Amul for using tennis champion Novak Djokovic’s likeness in an ad. PETA India claims to have informed the company that the athlete does not consume dairy two years ago.

Novak Djokovic recently won a men's record 23rd Grand Slam title with a victory over Norway's Casper Ruud in the French Open final. Amul India carried on its tradition of creating topical posts on significant moments in pop culture. The butter on the fingers of the athlete in the visual rendition has prompted PETA India to point out that the athlete does not consume dairy products.

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“Amul’s use of Djokovic’s likeness showing butter on his fingers knowing full well he does not consume dairy is outright misleading,” says Kiran Ahuja, Manager - Vegan Projects, PETA India. “If Amul has any integrity, they will take the ad down and let people know that Novak Djokovic is plant-based (vegan) for health.”

The use of images and graphics of notable personalities such as celebrities and athletes has customarily been controversial, and in often cases frowned upon when there is no commercial deal involved but the use of these images hold a promotional purpose.

Previously, Baseline Ventures, a sports marketing and brand licensing company that manages commercial deals of PV Sindhu sent legal notices to P&G, Perfetti Van Melle, Aditya Birla Group, Apollo Hospitals, and more brands, seeking damages worth 5 Cores for unauthorized use of her name and pictures for commercial gains. A part of the reason for this suit was also associated with the athlete's imagery with products they may choose not to associate themselves with.

A similar instance has now popped up, where the athlete has been shown associated with a product that PETA India claims they do not consume.