After Twitter row over ad gone wrong, Kent apologises for 'hurting sentiments'
Mr Mahesh Gupta, CMD of Kent RO Systems, has issued an official apology.
- ‘Showed no ill health so did not quarantine’: Kanika Kapoor issues statement on Covid-19 controversy, says she didn’t host a party
- No end in sight for Grammy controversy; ousted Recording Academy head Deborah Dugan sacked
- Storm in a Yorkshire teacup: How Rishi Sunak's choice of beverage led to a major controversy
I wrote to Mr. Mahesh Gupta, CMD of @KentROSystems last evening, requesting him to take this ad. down. Today an off… https://t.co/1x6stSORZo— sanjay sarma (@NickSarma) 1590569121000
'Our recent advertisement of Kent Atta & Bread Maker on social media was unintentional, badly communicated and was wrong. We are extremely sorry for this incident and want to apologise to everyone, especially the people whose sentiments were hurt', read the apology.
The statement also went on to elaborate on how the advertisement was contrary to the beliefs and professional standards of Kent and that they will investigate how the 'advertisement standards were compromised.'
Kent, a healthcare company known for its RO systems, had come up with an ad for an atta and bread maker. To promote the new product, Kent’s new ad, which shows up as an Instagram carousel has phrases like “are you allowing your maid to knead atta dough by hand?” and “her hands may be infected”, written on it.
The phrase “her hands may be infected” didn’t go down well with many on Twitter who accused the brand of being ‘classist’. Twitter users slammed Kent with some suggesting that the brand, known for its RO systems, should first ‘purify their own thoughts’ and others, calling out the blatant dehumanisation of the domestic help.
This netizen felt that the ad suggests that only a maid’s hands would be unclean. The Twitter user was of the opinion that as a working woman, her life has been made easy by maids who work hard around the clock, to earn a living for their families. ‘Pity that Ad maker ridicules it,’ added the user.
This Kent Ad provoked some thoughts. In a classist way the ad suggests that only a maid’s hand could be unclean. As… https://t.co/ZcPfIqiFRw— shruti (@vyasshruti) 1590547005000
In 2017, Indian users had called for a boycott of Snapchat because its CEO Evan Spiegel, allegedly called India poor. #BoycottSnapchat started doing the rounds on social media and several misguided Indian users also went on to boycott e-commerce website Snapdeal instead.
No one should buy Kent products simply because the owners own this sort of anti- maid advertising.Thise women work… https://t.co/vP0JKlnOTB— Shailaja Chandra (@over2shailaja) 1590552577000
Someone at the very top, inside Kent marketing team is completely obsessed with his maid! https://t.co/q7vGVgYJMf— Lakshimi Narayanan (@Lakshimi) 1590535197000
What a disgustingly abhorrent ad. Kent, and your advertising agency - you should be ashamed of yourself. Govt need… https://t.co/A7RBevJpRT— Harini Nagendra (@HariniNagendra) 1590553002000
Such pathetic classist ad by Kent.Bunch of hateful morons promoted by Hema Malini. https://t.co/kh5W3g4FDB— India Resists (@India_Resists) 1590522990000
The framing by Kent is most disappointing, on multiple levels :( Can't the house help wash her hands? Very badly ar… https://t.co/ZfU6rh9bmt— Karthik (@beastoftraal) 1590501533000
“Are you allowing yourself maid to knead atta dough by hand? Her hands may be infected. “These words went thro… https://t.co/zdp243V1l3— شہناز سید (@hopelesschirp) 1590523192000
This add is classist & gender discriminatory. Also casteist and rascist.How can only a maid hands may be infected… https://t.co/W0I9S40Bjf— Dr.B.Karthik Navayan (@Navayan) 1590536092000
@arunbothra @Kent This is insulting to the maids . This ad to be removed. Anyone can get infected— Govindarajan (@GovindaVijayan) 1590551874000
@hopelesschirp @deepsealioness Shd see housing society WhatsApps. Maids are dirty, they don’t know how to be safe f… https://t.co/G8x0RsE51x— Ture patriot ️ (@citizenbolario) 1590550181000