A popular young actor posing slinging a woman on his shoulder, suggesting women are nothing more than mere objects, and an apparent punch line by the side that says "Don't hold back. Take your work home."
That was Danish fashion brand's idea of men not holding back. The brand got their brand ambassador Ranveer Singh to pose with a woman slung on his shoulder (who by the way, seems exhilarated that a man is treating her as "work"), put the above punch line by the side and put out as many as 12 huge hoardings in different parts of India as part of their latest campaign "Don't hold back".
Social media users, enraged by the blatant sexism in the ad, called out the brand for approving the idea and the actor for agreeing to be a part of this. The brand, however, needed someone, if not more, as famous and popular as Ranveer Singh to tell them that their ad reeks of sexism and that they have let down and offended many people who fight against ill-treating women. Actor Siddharth, a superstar in south India and quite popular among the north Indian audience for his lead role in Rakeysh Om Prakash Mehra's Rang De Basanthi, was the person who lashed out at the brand.
In his tweet, Siddharth said, "A new low for women's rights in the workplace in India. What were they thinking? [sic]" and used #FAIL.
Soon, the brand realised how the idea backfired and apologised personally to him initially, and then tweeted out an apology to all. In an email statement to Media, Vineet Gautam, country head, Bestseller India that sells Jack and Jones, said, "As a progressive brand that is loved by youth the world over, we take our responsibility of always being respectful, as seriously as we do our bold attitude. We regret that a billboard of our current campaign has caused people distress. We did not intend to offend anyone, and have discontinued it immediately."
Many Twitter users appreciated the brand for owning up to the mistake and deciding to pull off the hoardings. Ranveer Singh, the brand ambassador for Jack and Jones, has not responded to the controversy yet. Is it fair to expect the man, known for being outspoken and outright crazy, to apologise for the mistake?
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