Amul ad gets criticized for being regressive and sexist


The outdoor ads for Amul brand of Gujarat Cooperative Milk Marketing Federation (GCMMF) are done by daCunha Communications. It is now under criticism on social media for creating this ad film that is considered sexist and regressive by many.

Amul launched the fifth digital film with the theme ‘Har Ghar Amul Ghar’ on September 19. Since the film went live, it received the ire of the viewers, consumers and marketing group. GCMMF denied the allegations that this film promotes gender bias.

The senior executive vice president and the head of marketing of product analytics at HDFC Life’s digital and e-commerce, Sanjay Tripathy tagged Jayen Mehta, the general manager for GCMMF’s planning and marketing on Facebook. He has asked the latter to “Stop this ad”.

A viewer of the ad wrote on YouTube that continuing its proud practice of bullshit social comments, Amul side steps the political correctness and provides invaluable parenting advice. The ad is stated to be a recitation of a conventional antiquated outlook.

In the ad, the decoration of the baby cot by the girl and the changes made in it by the father are stereotypical. Also, the message that dolls are for girls whereas cricket is for boys is conveyed by the film. Unfortunately, Amul has made this a digital ad film that will attract its consumers, stated an unnamed creative head working with an advertising agency. This is an irresponsible ad, especially when the age-old taboos are set to be buried and the creation of progressive India is on full swing, stated Rahul da Cunha, the owner of daCunha Communications. However, RS Sodhi, the managing director of GCMMF has stated it is a nice film. He stated that it is a narration that shows the relationship between a sister and a brother and that there is no gender bias in it.




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