MUMBAI (Web Desk) – A Kalyan Jewellers advertisement appeared in Indian newspaper on April 17 and shows Bollywood actress Aishwarya Rai Bachchan reclining under a parasol held over her head by a dark-skinned (seemingly) slave-boy.
The 41-year-old actress is a brand ambassador for Kalyan Jewellers and thus Ash got herself into hot water and was branded as ‘racist’ along with the ad.
Reacting to an open letter calling Aishwarya Rai Bachchan’s ad as “insidiously racist”, the actress’ publicist has issued an image from the original shoot, saying the “final layout is the prerogative of the creative team of a brand”.
In a statement on behalf of the actress, her publicist suggested that Aishwarya was not involved in the final image that appeared in the newspaper.
The statement, accompanied by the photo, was addressed to the authors of the open letter and read: “Dear Farah Naqvi, Nisha Agrawal, Enakshi Ganguly , Bharti Ali, Madhu Mehra, Shantha Sinha, Harsh Mander and Mridula Bajaj,
“On the onset we would like to thank you on drawing our attention to the observation of the perception of the advertisement. Here is an attachment of the shot taken by somebody during the shoot. The final layout of the ad is entirely the prerogative of the creative team for a brand. However shall forward your article as a viewpoint that can be taken into consideration by the creative team of professional working on the brand visual communication.”
Owing to the controversy, Kalyan Jewellery has also issued a statement saying, “The creative was intended to present the royalty, timeless beauty and elegance. However, if we have inadvertently hurt the sentiments of any individual or organisation, we deeply regret the same. We have started the process of withdrawing this creative from our campaign.”
These statements come after a letter titled “Open letter to Aishwarya Rai Bachchan: This ad you figure in is insidiously racist”, takes on the former beauty queen for appearing “to be representing aristocracy from a bygone era – bejewelled, poised and relaxing while an obviously underage slave-child, very dark and emaciated, struggles to hold an oversize umbrella over your head”.
“As an influential member of the Indian film industry and a popular star with a large fan following, we trust that you wish to use your image in a manner that promotes progressive thought and action, and would not knowingly promote regressive images that are racist and go against child rights,” reads a part of the letter.
