Recently, Kalyan Jewelers that has Amitabh Bachchan and Aishwarya Bachchan on board as its brand ambassadors had roped in Shweta Nanda for an ad. The ad featured Shweta Nanda and Amitabh Bachchan marking her unexpected debut on screen. It depicted Big B as an old man and Shweta as his daughter. The ad showed Bachchan as an honest man who goes to the bank to return extra money credited in his account and faces unpleasant behavior from the bank employees instead.
While it was a big surprise for many to see Shweta Nanda on screen in a television commercial, it soon turned into a disappointment as the advertisement had to be withdrawn.
This happened as the advertisement got embroiled in controversies soon after its launch. As per media reports, a banking union has allegedly criticized the advertisement for showing banks in a negative light.
Last week, the All India Bank Officers’ Confederation, had threatened to take legal action against Kalyan Jewellers accusing it of “casting aspersion and hurting the sentiments of millions of personnel” through its ad featuring Amitabh Bachchan and Shweta Nanda. It is important to note that AIBOC is an organization that boasts of having a membership of over 3,20,000 bank officers.
Soumya Datta, the general secretary of the bank union termed the theme, tone, and tenor of the television commercial as “disgusting, derogatory, to say the least, and is aimed to create distrust in the banking system, for purely commercial gain”. Datta further said:
“The advertisement portrays banks in a bad light, casting aspersion, hurting the sentiment of millions of personnel, stakeholders and is a direct attempt to ruin the trust and confidence of billions of citizenries in banks. we express our strong resentment against the management of Kalyan Jewellers and Mr. Bachchan who have manifested a negative and false image of the Banks in the ad for their personal aggrandizement. We deem it as a case of defamation to all the banks as a whole.”
Following the threat to legal action by the bank union, the one-and-a-half minute-long ad was withdrawn on July 22. In a statement to media, Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers said:
“We understand that the advertisement has hurt sentiments of some people including members of our esteemed banking community. Any such hurtful interpretation being drawn is unintended. We state that the creative advertisement was a work of fiction and not a reflection of banking employees at large. Along with crores of Indians, we acknowledge the valuable contribution of the banking community to our country.”
Kalyanaraman went on to say:
“We state that the creative advertisement was a work of fiction and not a reflection of banking employees at large. Along with crores of Indians, we acknowledge the valuable contribution of the banking community to our country.”
What do you think about this fiasco?