Creativeland Asia, a prominent advertising agency, has initiated legal proceedings against gaming platform WinZO in the Delhi High Court. The dispute centers around the alleged unauthorized use of the tagline “Jeeto Har Dinzo”, which Creativeland claims was part of a pitch presented to WinZO for a brand campaign. This case highlights critical issues surrounding intellectual property rights and creative ownership in the advertising and marketing industry.
According to Creativeland Asia, WinZO approached the agency in October 2024 for a campaign proposal. A Non-Disclosure Agreement (NDA) was signed on October 11, 2024, which included an arbitration clause to protect confidential information. Creativeland alleges that before a formal agreement could be finalized, WinZO applied to trademark the tagline “Jeeto Har Dinzo”—a key element of the pitch decks submitted by the agency.
Creativeland Asia asserts that the tagline and related creative material were part of their intellectual property and were shared with WinZO under strict confidentiality. The agency filed a petition seeking to restrain WinZO from using or registering the tagline as its trademark. Additionally, they requested an injunction preventing WinZO from releasing any advertisements or campaigns based on the disputed material.
The Delhi High Court has taken note of the urgency of the matter, as the disputed tagline is intended for use in IPL 2025 advertisements set to air soon. To expedite resolution, both parties agreed to arbitration under Justice Manmohan Singh, former Delhi High Court Judge. The court directed that this Section 9 application under the Arbitration & Conciliation Act be treated as a Section 17 application, requiring resolution within five days from the date of order.
While Creativeland Asia claims ownership of the tagline and associated materials, senior counsel representing WinZO argued that none of the materials from Creativeland’s proposal are being used by their client. The arbitration process will now determine whether WinZO’s actions constitute trademark infringement or copyright violation.
This case underscores the importance of intellectual property protection in creative industries like advertising. It serves as a reminder for agencies and brands to ensure clear contractual agreements before sharing sensitive ideas or materials.
With IPL 2025 being one of India’s largest advertising platforms, disputes like this highlight how high-stakes campaigns can lead to conflicts over creative ownership. The outcome of this case could set a precedent for how intellectual property disputes are handled in India’s advertising ecosystem.
The legal battle between Creativeland Asia and WinZO over “Jeeto Har Dinzo” is a significant moment for intellectual property rights in advertising. As arbitration proceeds under Justice Manmohan Singh, both parties await a resolution that could have far-reaching implications for creative ownership and brand collaborations in India’s marketing landscape.
- Dispute Overview: Creativeland Asia accuses WinZO of misusing its proposed tagline “Jeeto Har Dinzo” without authorization.
- Legal Action: The Delhi High Court has directed arbitration under Justice Manmohan Singh to resolve the dispute within five days.
- Key Issues: The case highlights intellectual property challenges in advertising and underscores the importance of NDAs in protecting creative ideas.
- Industry Impact: The outcome could influence future creative collaborations and IP protection practices in India’s marketing ecosystem.