Dabur apologises for Fem ad

Consumer goods maker


India has apologised for its latest ad on Fem bleach which showed a same-sex couple fasting for each other on the festival of Karva Chauth. The ad, themed #GlowWithPride, got embroiled in a huge controversy and split mass opinions.

While many social media users said they appreciate the ad for being inclusive and progressive, an equally large number of people said the ad was against the festival and hurt their religious sentiments. Some also equated the ad to promoting fair skin.

“Our intention is not to offend any beliefs, customs and traditions, religious or otherwise. If we have hurt the sentiments of any inpidual or group, it was unintentional, and we apologise,” Dabur has posted on its twitter handle.

The company is no longer running the ad, since it was timed only till the Karva Chauth festival.

The ad shows two young women preparing for their first Karva Chauth, discussing the significance of the festival and using the brand. Another woman joins both of them and gives each one of them a saree to wear for the night. The women then go through the rituals, indicating they are partners.

Advertising by brands has been under intense scrutiny in recent days. Last week, apparel brand Fabindia withdrew its advertisement for its collection called ‘Jashn-e-Riwaaz’, after it was slammed and accused of ‘defacing’ Diwali by linking the festival to an Urdu term. Days after, actor Aamir Khan’s commercial for Ceat tyres came under fire. Khan is seen advising people not to burn crackers on roads as this can harm vehicles in the ad.