In a brief conversation with MediaNama, Murugavel Janakiraman, Founder & CEO of the Consim Info (BharatMatrimony) explained the rationale behind the case they have filed against Google, and competitors Shaadi, Jeevansathi and SimplyMarry, seeking to prevent competitive advertising. He also confirmed that the Madras High Court has granted an interim injunction.

Janakiraman highlighted two things that the company is trying to achieve: “15 of our brands are trademarked, and yet competitive advertising is allowed around it. If you search for Nike or Microsoft on Google, there is no competitive advertising. People searching for our trademarks know what they are searching for, and Google is the entry point for our sites. It’s not that a search for “Indian Bride” or a generic keyword, but a search for a branded and trademarked keyword.”

“Secondly, when someone for ‘Tamil Bride’, which is a generic keyword, competitors use our trademarks as headings in AdWords, even though they link to their websites. We are asking Google to stop allowing competition from using our trademarked keywords as headings,” he said.

Janakiraman declined to comment – saying that we’re digging too deep – on whether the company is planning to trademark names of 250 odd domains which they announced recently under the name CommunityMatrimony.com, including several India centric keywords like like AgarwalMatrimony, BrahminMatrimony, KayasthaMatrimony etc.

In response to our question regarding Consim Info itself advertising on competitive keywords (screenshots here), Janakiraman said that “Google should stop everybody, including us.”

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Related: Consim Info Sues Google, Jeevansathi, Shaadi, SimplyMarry; Implications For Competitive Ads