On 19 September, the Bombay High Court passed an ex-parte order restraining Apollo Tyres from airing an advertisement that ‘ridiculed and disparaged’ its competitor Ceat. 

The court found that the video denigrated and disparaged its competitors' products by unfairly portraying it as of inferior quality. The video in question was for Apollo's Apterra AT2 tyre for the Mahindra Thar.

Ceat issued a statement about the same:

"We believe this development serves as an important case study for the advertising and marketing community on the importance of ethical marketing practices and safeguarding intellectual property. Such practices are not new to the court which in the past has taken an ethical position."

Apollo was also prohibited from violating Ceat’s trademark by using the words “SETH” and “SEE-IT” as used in the disputed advertisement, according to a media report, which also stated that the case is set for a full hearing on 11 October.