Kent Atta Maker’s discriminatory ad gets hauled by Twitterati
Kent Atta Maker finds itself in hot water after its ad gets panned for being discriminatory and classist in an overwhelming outcry on social media platform Twitter.
Like many of its predecessors, the healthcare brand piggybacked on heightened consumer concerns about Coronavirus and included it in its messaging. But it got it completely wrong.
The controversial copy reads “Are You Allowing Your Maid to Knead Atta Dough by Hand? Her Hands May Be Infected. Now Don’t Compromise on Health and Purity. Bring Home Kent Atta Maker and Bread Maker.”
The vitriol against the advertisement and subsequent complaint to advertising watchdog Advertising Standards Council of India (ASCI) forced the brand to promptly apologize and pull down the ad.
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 It was unintentional but wrongly communicated and it has been withdrawn.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.
Mahesh Gupta, Chairman
I presume #Kent Atta maker doesn't want my business. Not only is it unfair to service demographics by assuming all are unhygienic, also assumes me or my husband do not knead atta. A great product bites the dust cos the Ad agency/Product Manager couldn't see beyond their biases. https://t.co/lVCmjNG5Qp
— Avtar Dr Saundarya Rajesh (@SaundaryaR) May 27, 2020
@ascionline This ad by Kent for its Atta Maker is in rank bad taste. Would like to complain on grounds it is discriminatory to house helps and objectionable . @ambimgp @rameshnarayan @skswamy @beastoftraal @bhatnaturally pic.twitter.com/hvdy2xPAYH
— Chitra Narayanan (@ndcnn) May 26, 2020
Hi #Kent @KentROSystems, what casteist classist bullshit is this?? You should be ashamed of yourself for putting this ad out. pic.twitter.com/fwJRslPuS4
— Japleen Pasricha (@japna_p) May 26, 2020
Yes #Kent, her hands may be infected - maybe they got infected while cleaning our soiled plates or while changing our bed sheets!
— Anuradha Gupta (@AajKiRadha) May 27, 2020
The rotis she made has fed us all our lives! And she is a help at my home, but a mother at hers! #WhenShitHeadersThinkCreative pic.twitter.com/Q2vRho62Qk
#Kent must appologize for shunning the working class(especially maids) Insensitive ad towards Human beings must be banned.
— Manjunatha H S / ಮಂಜà³à²¨à²¾à²¥ ಎಚೠಎಸೠ(@manjunathansui) May 27, 2020
Shame on Cheap @KentROSystems
Kent. Pathetic to learn that the model in the ad is an MP. pic.twitter.com/IZ6acPHVdb
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