Appliances firm Kent RO on Wednesday apologised and withdrew a controversial advert after social media users called out the company for its "classist" marketing. In an attempt to market its atta maker, the company had recently released an advert, which suggested that people should not allow maid to knead dough since their hands “may be infected”.
The ad read: “Are you allowing your maid to knead atta dough by hand? Choose KENT Atta & Bread Maker for hands-free kneading of dough. Let automation take care of hygiene this time! Don’t compromise on health and Purity.” However, it proved a perfect example of how not to market a product as social media users began labelling the company as "racist, classist and casteist".
No other country can be more racist, casteist and classist than India! pic.twitter.com/p0wwB5z1ya
— Ashok Swain (@ashoswai) May 26, 2020
Completely revolting. Remind me never to buy anything from these third rate people who think maids are dirty.
— vir sanghvi (@virsanghvi) May 26, 2020
They should issue a public apology if they have any decency . https://t.co/1WaKGreHwg
Any #publicity is good publicity
— Fluidscapes (@fluidscapes) May 27, 2020
If this was the #marketing #strategy behind the new #KentRO #ad , their luck just ran out. This is the perfect textbook example of what not to do
Yes, people have started talking about it, but the backlash will not be worth it#Advertisingfail pic.twitter.com/fDbcrFg1h5
The framing by Kent is most disappointing, on multiple levels :( Can't the house help wash her hands? Very badly articulated reason-to-buy. pic.twitter.com/WDCeC94i0h
— Karthik (@beastoftraal) May 26, 2020
I am still wondering. After such an insensitive ad. Why is #KentRo not trending?
— Isha Mehendiratta (@ishaseo) May 27, 2020
These people disappointed us big time. pic.twitter.com/RSdIsHcL25
Kent is infected by some impure hearts and unhealthy minds. pic.twitter.com/3JZZEEApz1
— Arun Bothra (@arunbothra) May 26, 2020
Shameful and shockingly insensitive, classist and discriminatory copy @KentROSystems Deeply disappointing that a reputed company like yours should endorse such horrible regressive blatantly anti poor thinking! Which agency has written this trash????? Pls take down this ad! https://t.co/7tYz9kAkfF
— Swara Bhasker (@ReallySwara) May 26, 2020
As criticisms mounted on social media, Kent RO withdrew the advert and issued an apology. "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," a press statement released by company chairman Mahesh Gupta read.
