Kent apologises, takes down controversial ad

Several people reported it to the Advertising Standards Council of India (ASCI) for being insensitive towards the domestic helps

e4m by exchange4media Staff
Updated: May 27, 2020 4:05 PM
KentAd

After facing immense backlash online, healthcare company Kent that came up with an ad for an atta and bread maker took down the campaign and apologised for the same. The brand had highlighted the merits of automation in maintaining hygiene in its new digital ad for the Atta & Bread Maker. The advertisers, purportedly made a glaring misstep, making the ad appear tone-deaf and classist. Twitter had since erupted and accused the brand of being discriminatory towards house help by implying they have unclean hands.
"We have withdrawn the said ad of Kent Atta maker ad and it will never be launched again. It was unintentional, badly communicated and was wrong and therefore withdrawn. We are sorry to have published it. We support and respect all sections of the society," Mahesh Gupta, Managing Director and Chairman said in response to exchange4media’s query.
Several people reported it to the Advertising Standards Council of India (ASCI) for being insensitive towards the domestic helps who are already facing discrimination from housing societies across the country.The ads have been taken down from company’s social media handles, including Instagram.
ASCI said it has received complaints but since the post is not available, complaints have not been processed.
The ad copy had read: “Are you allowing your maid to knead atta dough by hand? Choose KENT Atta & Bread Maker for hands-free kneading of dough. Let automation take care of hygiene this time!"

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