Recently, an advertisement for a dough maker by Kent RO featuring Hema Malini and her daughter Esha Deol made noise on the Internet. The ad was slammed for it’s ‘casteist and classist’ approach and for allegedly degrading house helps.
“Are you allowing your maid to knead atta dough by hand?” the advertisement asked, and added, “Her hands may be infected,” in reference to the ongoing coronavirus pandemic. “Choose KENT Atta & Bread Maker for hands-free kneading of dough. Let automation take care of hygiene this time!” The ad also asked people not to “compromise with health and purity”.
Soon netizens were filled with anger and bashed Kent RO for this particular ad and since Hema Malini has been a long time brand ambassador for Kent RO and also featured in the ad, she also had to face the trolls.
Several Twitter users had bashed the advertisement: “Hi #Kent @KentROSystems, what casteist classist bulls**t is this?? You should be ashamed of yourself for putting this ad out,” one person wrote. Others described it as ‘hideous’ and ‘despicable’.
Owing to the massive backlash, Kent RO has deleted the ad and issued a public apology. “Please accept our sincere apologies for having published the Ad of Kent Atta & Bread Maker. It was unintentional but wrongly communicated and it has been withdrawn. We support and respect all sections of the society,” the statement read.
Hema Malini also took to Twitter to issue a clarification and asserted that she stands by all sections of people. “Views expressed by the recent advertisement of Kent Atta by @KentROSystems do not resonate with my values and are inappropriate. The chairman has already tendered a public apology for the mistake. I hereby wish to put on record that I respect and stand by all sections of society” her tweet read.