'Racism' row: Aish ad to be axed by Kalyan Jewellers
Bollywood beauty Aishwarya Rai Bachchan name dragged into controversy. She has earned the wrath of activists for an 'offensive' advertisement for a jewellery brand that shows a child carrying an umbrella over her head. In the ad Aishwarya, draped with opulent jewels and dressed like royalty, can be seen reclining in front of a small child clearly outfitted as a serf or slave.
A group of activists wrote an open letter slamming the former beauty queen, which they felt also promoted child labour. In an open letter to Aishwarya a group of activists condemned the ad and asked the actress for a public retraction. The letter stated that the ad was not only glorifying child labour but was also openly racist.
Aishwarya wasted no time in responding to this challenge.In a statement issued by a publicist she denied having any role in how the final image for the ad was going to be presented. Aish said that creative team for the brand was responsible for the change.
The company has now apologised for hurting the sentiments of people and has began the process to withdraw the campaign. Following the online furore over the 'racist' advertisement Kalyan Jewellers has now decided to withdraw the campaign.
This statement from Kalyan Jewellers was posted on Facebook: "With regard to the item Open letter to Aishwarya Rai Bachchan: This ad you figure in is insidiously racist, the creative was intended to present the royalty, timeless beauty and elegance. However, if we have inadvertently hurt the sentiments of any individual or organization, we deeply regret the same. We have started the process of withdrawing this creative from our campaign."
News Posted: 24 April, 2015
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