MUMBAI: Swedish vodka brand Absolut has launched legal proceedings against Absolute Radio, the rebranded Virgin Radio, for trademark infringement.

Virgin Radio was reborn as Absolute Radio on 30 September, some months after its takeover from SMG by Times of India subsidiary TIML, as the Virgin brand reverted to its owner Richard Branson.

Now the drinks company V&S Vin&Spirit, owner of the Swedish vodka brand and music project Absolut Tracks, has issued a writ against Absolute Radio for infringement of its trademark and "passing off" its services as those of Absolut.

According to V&S Vin&Spirit, Absolute Radio could be damaging to its vodka brand and the similarity of the names will confuse consumers.

As part of the legal action, V&S Vin&Spirit has issued a writ to force Absolute to revoke its trademarking of the name Absolute Radio International, which was registered in 2003.

According to a report in the Brand Republic, Absolute Radio said it would fight the action and was confident of winning.

A report in the Guardian quotes a spokeswoman for V&S Vin&Sprit confirming it has launched proceedings.
"The reason for this is that we consider there is a risk of confusion," she said. "We have a well known brand and there is an obvious risk of confusion between Absolut vodka and Absolute Radio.

"We have filed a complaint and now we go into the legal process."

Absolute Radio shares a name with its new management company, Absolute Radio International.

An Absolute Radio spokesperson has been quoted in the report as saying, "We absolutely believe that the two brands can exist alongside each other and that our five million listeners can distinguish between a vodka brand and a radio station. We hope for a swift resolution to this situation and remain 100 per cent committed to our exciting plans for Absolute Radio."

As part of the station's rebranding, Absolute Radio on Friday unveiled the first of a series of nine TV commercials featuring Hollywood actor Jordan Prentice which are due to run 500 times this weekend, reaching an estimated 25 million people.