mobanmarketA tea brand in India wasn’t expecting to get into trouble today on Twitter for an old advertisement they created a year ago in 2018, “based on true events”.
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What aimed to be a heart-warming video about India’s culture and communal harmony turned into an inharmonious hashtag, #BoycottRedLabel on the micro-blogging site on Sunday and Monday.
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Last year during the Ganesh Chaturthi (a festival celebrating the birth of the deity Ganesha particularly in the Indian state of Maharashtra), Hindustan Unilever, which is the parent company of the Red Label tea decided to release an advertisement surrounding the topic. It resurfaced earlier today because it is Ganesh Chaturthi.
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The video shows a Hindu man going to an idol-maker to find an idol of ‘Bappa’ (Ganesha) for the upcoming festival, and while he is very impressed by the idol-maker’s knowledge of the deity and the festival, the customer appears disappointed when he learns that the sculptor is Muslim.
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The buyer is seen walking away, till the Muslim man offers him tea, and explains how creating from clay is a form of worship, irrespective of faith. The man smiles, understands and buys the idol from the old man. And, the last frame reads, ‘Inspired by a true story.’
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It’s culture
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In India, many people, irrespective of religion, are familiar with stories from religious and mythological epics, as well as Hindu religious practices. So, what was it that didn’t go down well with some tweeps?
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Unsure why people were being offended @marshal_sam posted: “Don’t know exactly what people have found wrong in this #RedLabel commercial. For me it’s my culture. I not only liked it but was deeply moved. #BoycottRedLabel”
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The reason for backlash
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Some felt that it was stirring communal hatred, for others it was targeting Hindus.
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Tweep @ProfMKay wrote: “#BoycottRedLabel When the nation is grappling with religion-based tensions what’s the need to rub it in? Tea deals with taste, aroma and feelings; why bring in a particular religion, which is diametrically opposite to Hinduism. RedLabel is asking for trouble.”
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@anmol3721: “Stop targeting on one community. Stop teaching Secularism. Shame on ad agencies spreading hate on festivals. #BoycottRedLabel”
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Some express solidarity
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However, there were some who came out in support of Red Label advertising, saying that it showed harmony, not division.
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Tweep @NadaanParinda went out and bought a pack of tea to express solidarity: “… saw this trend #BoycottRedLabel and then saw the ad to find nothing wrong with that.. in solidarity, bought a pack of #RedLabel yesterday for the first time… trust me, this is the best tea I have had all my life… thanks to this trend.”
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And tweep @Joydas wrote: “Bhakts [Hindutva hardliners] are after Brooke Bond Red Label Tea for this beautiful ad that makes a nice point about religious harmony. It is beautiful storytelling and is against everything Bhakts stand for.
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