Kalyan Jewellers Recent manifesto of royalty, timeless beauty and elegance went horribly wrong after civil right activists slammed the creative showing Aishwarya Rai Bachchan being waited upon by a dark skinned native child slave.
The campaign which was conceptualized by Push Integrated Communication, featured brand ambassador Aishwarya Rai Bachchan the representing aristocracy of years passed with an underage child holding an umbrella over her head.
After facing a major backlash on social networking sites such as Twitter an Facebook, the company discontinued the ad with the following statement,
“The creative was intended to present the royalty, timeless beauty and elegance. However, if we have inadvertently hurt the sentiments of any individual or organization, we deeply regret the same. We have started the process of withdrawing this creative from our campaign.”
Aishwarya Rai Bachchan also faced her share of backlash before the ad was taken down.