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South African Airways has filed an urgent complaint with the Advertising Standards Authority in response to Kulula's latest advertising campaign.
News24 reports that it has been dubbed aggressive marketing and a poke at the national carrier.
Kulula's cheeky ads may see the airline slapped with a hefty fine.
The low-cost carrier -- known for it's quirky marketing campaigns -- unveiled its proposed new aircraft livery last week.
The new paint design consists of the usual green fuselage, the brand name kulula.com, smaller than before, a tail derived from the South African flag, and the wording, "The Most SOUTH AFRICAN Airways".
