I quote below the mail I have written to ASCI protesting this TVC
Dear ASCI
I write to you to share my serious concern about a TVC, part of the tata Docomo campaign now on air, which shows a maid stealing. The brand and their agency have nakedly reinforced class stratifications in an already highly inequitable and insanely stratified society.
I would urge you to take serious notice of this for the following reasons.
We all know (and so I am sure do the brand and their agency) that domestic labour in India is under-compensated, overworked, and that domestic work is a site of psychological and physical abuse, no protection against sexual abuse, and a market that feeds human traficking. Fun at the expense of a vulnerable and marginalized segment is irresponsible and in very poor taste.
- Representing a group of workers in a commonly ascribed stereotype will reinforce this stereotype and young viewers and children will subscribe to such views on domestic workers.
I would strongly advocate action against this commercial and urge you to pressure the advertiser to pull it off air immediately. Punitive action against the brand and agency would also be in place.
Arnab Sen
Flat # 6015 Sector C Pocket 6
Vasant Kunj
New Delhi 110070 INDIA
Phones: Cell: (+91) 9811004308, Home: (+91 11) 26124928, Work (Direct): (+91 11) 41913365
Dear All,
Objectionable TV ad in Tata Docomo.
Yes. Utterly shocking. It is shameful that the so-called MBAs who concieve such ads give no thought about the negative stereo-typing which seek to reinforse such jaundiced attitude again and again and again and again through the idiot-box to the millions of middle-class homes. Our caste and class divided Bharat is already carrying an overburden of prejudices against women, poor, dalits, mentally and physically challenged, minorities etc. I am afraid, this thoughtless ad is a reflection of the kind of learning that homes and schools provide our children towards those involved in physical labour for a living. This country will never grow into a healthy dignified society unless it sheds its contempt for physical labour.
These fellows are so ignorant of the damage they are causing to so many unfortunate people. Shame on them. What is the role of Advertising Standards council? Why are ads not peer-reviewed at the concept table itself? Why are the Regulators sleeping? Earlier too, there was an ad for a bank or credit card showing a sweeper attempting to pick a pocket in a park, which was subsequently withdrawn.
Few years ago, there was a horrible FM advertisement, which showed a happy manual scavenger immersed in a filth inside a manhole enjoying the music. Can any of the middleclass imagine entering a sewerr manhole saturated with human shit, deadly pathogens, hydrogen sulphide & methane and sing aloud? What a shame?
RegardsA.Narayanan (98403 93581)EditorPaadam, Monthly Magazine in Tamil for Development Politics2/628, Rapid Nagar,GerugambakkamChennai - 602 101.
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