Kent atta maker ad called ‘classist’ & ‘discriminatory’ towards house help

Twitter users were enraged at the brand for supposedly implying that domestic help are unsanitary

e4m by exchange4media Staff
Updated: May 27, 2020 2:45 PM
kent

Post lockdown, hygiene will be an important proposition for advertisers to attract consumers. Taking a leaf from this, Indian healthcare company Kent 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.

The ad copy 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!"

Twitter has since erupted and has accused the brand of being discriminatory towards house help by implying they have unclean hands.

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