Kalyan Jewellers' Ad Irks Bank Union; Termed Derogatory | CORPORATE ETHOS

Kalyan Jewellers’ Ad Irks Bank Union; Termed Derogatory

By: | July 19, 2018
kalyan ad

July 19: A one-and-half minute lengthy advertisement brought out by Kalyan Jewellers, featuring Amitabh Bachchan and Shweta Bachchan, has angered various employees from the banking sector for having allegedly portrayed the banking staffs negatively. The All India Banking Officers Confederation, a trade union that consists of officers from various banks across the country, has now come up against the Kerala-based jewellers for allegedly disrespecting the working staff of the banking sector.

In the advertisement, Amitabh Bachchan is portrayed as an elderly man who arrives at a bank with his  daughter, played by Swetha Bachchan. The advertisement then showcases the apparent rude attitude of a few banking staff. The Malayalam version of the advertisement has Manju Warrier portraying the role of Bachchan’s daughter.

Calling the advertisement as disgusting and derogatory, AIBOC accused the advertisement makers and jewellers of attempting to create distrust in the banking system. The union has threatened to sue Kalyan Jewellers for casting aspersion and hurting the sentiments of millions of personnel through the advertisement.

The union has also demanded to stop airing the advertisement and also to remove it from social media. Earlier, Amitabh Bachchan had himself promoted the advertisement through his Twitter handle.

Kalyan Jewellers Executive Director T K Ramesh has been quoted as responding by way of a statement that the jeweller had utmost respect towards the banking sector of the country. Calling the advertisement a work of fiction, the jeweller said that the advertisement served no intention to generalize the bank employees. Kalyan Jewellers also stated that a disclaimer would be displayed along with the advertisement in three days stating that add ‘characters and situations depicted are fictional’.

However, it needs to be seen whether the union will be satisfied with the statement issued as their demand is to completely take down the advertisement from media. The state-wing of the employee union has also sought for the intervention of Advertisements Standard Council of India for taking down the advertisement.