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Amul breaks silence over ‘sexist’ ad, says intent wasn’t to promote gender bias

30-September-2015
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Amul breaks silence over ‘sexist’ ad, says intent wasn’t to promote gender bias

Dairy co-operative, Amul, has been extremely popular among the people over the many decades now, for its creative and topical ad campaigns. But this time the brand is in troubled waters and facing social media flak over a digital film Har Ghar Amul Ghar – Pyara Bandhan on sister’s love. Amul is being criticised across social media platforms for being ‘sexist’ and ‘regressive’ since it was posted on YouTube last week. Netizens were shocked with Amul which has been giving such memorable ads produced an ad which “supports Gender bias”.

In a statement to exchange4media, Amul MD, R. S. Sodhi, said, “With Har Ghar Amul Ghar- Pyara Bandhan, we see the story of a father learning a lesson in parenting from his daughter. The film shows how sometimes without meaning to, we make such small assumptions, that it takes a simple question by a young girl to make the father understand his mistake. The film is about one of the most important relationships of life- i.e between a sister and her brother.

“Our intent has never has been there to promote gender bias. In fact, Amul is a brand which has been built on women empowerment over the last 7 decades. We acknowledge and appreciate the feedback received on this film from the media and our esteemed audience and shall advise our creative agency to be less nuanced in the subsequent releases.”

The campaign

Amul had launched the Har Har Amul Ghar campaign in Jan 2014 as a part of its social media strategy to reach out to a new generation of consumers in the digital media.

According to Sodhi, “A typical Har Ghar Amul Ghar film is a 2-3 minute long film which is released only in the digital media. It is a “slice of life” film on emotional stories centred around typical families. The branding is very subtle, at times not even noticed, as the objective of the campaign is not to sell the products. The format of digital media, as compared to television, makes it easy to tell stories in longer duration as compared to 30-60 second format for traditional media.”

A total of 6 Har Ghar Amul Ghar stories have been shared in the digital media by Amul so far. These films have been on various relationships viz.

1.         Har Ghar Amul Ghar  on parenting

2.         Pahla Pyaar, Amul Pyaar on teen love

3.         Har Bachpana Amul Bachpana on grand parents

4.         Har Dosti Amul Dosti on friendship

5.         Har Umar Amul Umar – on neighbours

6.         Har Ghar Amul Ghar – Pyara Bandhan on sister’s love

Watch the ad here:

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