Eros Now Issues Apology For Posting “Vulgar” Navratri Themed Ad Campaign After Social Media Calls To Boycott
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Popular streaming platform Eros Now decided to issue an apology to all those whose sentiments were hurt after they posted offensive images during a Navratri ad campaign. Netizens took to Twitter to express their disappointment with the brand and asked them to take down the ads as they were quite offensive. Not only were the ads targeting the festival of Navratri, which is considered to be quite sacred to Hindus, but the ads were offensive to women as well and objectified Katrina Kaif. Let’s look at what went down and why people were enraged at the ad campaign:
The Campaign In Question
The streaming platform shared three images of popular Bollywood actors, Ranveer Singh, Katrina Kaif, and Salman Khan, with very crass image copy. The picture of Katrina Kaif said, “Do you want to put the ratri in my Navratri?” and featured an image of Katrina in a backless orange saree. Salman’s poster made a crude reference to his “dandiya stick” and featured the Mujhse Shaadi Karogi actor grinning widely. Eros Now also captioned the images suggestively when they shared it on Twitter with captions like, “Be naughty, sweet toh mithai bhi hai.”
— Eros Now (@ErosNow) October 22, 2020
For obvious reasons, netizens did not take kindly to this campaign and took to Twitter to condemn the streaming service for hurting religious sentiments. Many spoke about how the company should not have shared images with such “double meaning” and crass content. Others brought up how the company had not shared offensive photos for other festivals and how they believed that the company was particularly targeting a community. However, it must be mentioned that it is not right to Dox any of the people involved with the ad campaign. Doxing is an internet term for when someone stalks another person and reveals personal information about them on the internet. This leaves them vulnerable to receiving death threats and, in some cases, even bodily harm or death. Some social media users started doxing the streaming platform’s CEO and sharing his personal information in the tweets.
Such behavior is absolutely not necessary. Not only does it put the families of the person being doxxed at risk, but it is an actual crime to do this. It’s a total shame to target a certain individual based on your personal beliefs. Many have also pushed for canceling and boycotting the streaming service. While it is understandable to feel offended by these ad campaigns, it is never okay to share someone else’s personal information on the internet with the intent to harm them (1).
Kangana Ranaut decided to add her two cents to the controversy by tweeting about how we, as an audience, must preserve the integrity of cinema. She said that the brand Eros was displaying offensive and cheap content through the ad and that they were objectifying women. The actress even pushed for people to view the shows with their families and spoke about how community watching was essential. The Queen actress added that viewers should not place temporary personal gratification over actual useful content.
Hurting Religious Sentiments
Yes, we get that freedom of speech is essential. Still, in cases where you’re targeting a particular community, even if your intention was not to hurt, it’s not okay to misuse this ability. However, this does not mean that you react with extreme violence, as in the case of what happened in France. Recently, a professor was beheaded by a Chechen radical Islamist after he showed a caricature of the prophet Mohammed in his class. The Chechen refugee was only 18 years of age and had apparently paid two of the professor’s students a large sum of money for them to point out the professor. The students in question have now been detained by the Parisian police. Many imams and religious leaders came forward to condemn his acts and speak about how violence is never the answer (2).
A few weeks earlier, popular jewelry brand, Tanishq had to release an apology after it released an ad promoting interfaith marriage. Many made claims of “love jihad” as the ad featured a Hindu daughter-in-law and a Muslim mother-in-law. The ad divided Indian netizens with many coming forward and expressing their own tales of interfaith marriage and many others sharing their objections for the ad. Eventually, the brand took down the ad and issued an apology. Many stated that the brand should not have had to apologize as the ad promoted religious harmony, not hatred. Others insisted that the brand was offending religious sentiments and asking to boycott the brand.
At the end of the day, we need to accept that major brands and famous individuals do have to be responsible for what they post and share on social media platforms. While physically harming someone or doxing them is never okay, it is fine if you personally do not want to support a brand for their beliefs and values. Let us know what your thoughts on this article are in the comment section below.
