Kent Apologises For Atta Maker Ad Slammed As “Classist”, Offensive. “Inappropriate”: said Brand ambassador Hema Malini
“Are you allowing your maid to knead atta dough by hand? Her hands may be infected,” read the ad for Kent’s Atta and Bread Maker.
Healthcare products company Kent RO Systems has issued an apology after a huge backlash over an advertisement that many criticised as “classist” on social media. “Are you allowing your maid to knead atta dough by hand? Her hands may be infected,” read the ad for Kent’s Atta and Bread Maker, encouraging customers to invest in a product that would knead dough hands-free.
Kent issued a statement on Twitter this afternoon. “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 It was unintentional but wrongly communicated and it has been withdrawn,” wrote chairman Mahesh Gupta. ” We support and respect all sections of the society,” he added.
The ad, which has now been withdrawn, came amid the coronavirus pandemic – a time when many domestic helps have been left without work due to lockdown restrictions in place since March. Many Twitter users slammed the company for suggesting that only a house help’s hands could be unclean.
“In a classist way the ad suggests that only a maid’s hand could be unclean,” wrote one Twitter user while sharing screenshots of the atta maker ad which features actor and brand ambassador Hema Malini.
“Not only is it unfair to service demographics by assuming all are unhygienic, also assumes me or my husband do not knead atta,” another Twitter user wrote.
Screenshots of Kent’s atta and bread maker advertisement, which first appeared on Instagram, have been going viral on social media. Take a look at some of the reactions:
Filmmaker Rakesh Sharma also joined the chorus of voices criticising the ad and slammed the company for “preying on fears” during a pandemic.
The advertisement, featuring Hema Malini and her daughter Esha Deol, allegedly portrayed househelps in bad light by depicting them as infection carriers.
The advertisement, featuring brand ambassador Hema Malini and her daughter Esha Deol, allegedly portrayed househelps in a bad light by depicting them as carriers of infection.
“Are you allowing your maid to knead atta dough by hand? Her hands may be infected,” read the ad for Kent’s Atta and Bread Maker, encouraging customers to invest in a product that would knead dough hands-free.
The advertisement didn’t go down well with many on the social media who accused the brand of being “classist”. “In a classist way, the ad suggests that only a maid’s hand could be unclean,” wrote one Twitter user.
After facing a massive backlash, the Noida-based firm took the advertisement down and issued a public apology this afternoon.
“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,” wrote the company’s chairman, Mahesh Gupta, on Twitter.
The advertisement came at a time when the coronavirus-induced lockdown and the fear associated with the pandemic have left many househelps across the country jobless.
Kent is one of the leading players in the RO Water Purifier category and has expanded to several product categories such as air purifiers, water softeners, cooking appliances and vacuum cleaners.
