Washermen go ballistic over detergent ad

A television advertisement on the Procter and Gambles’ laundry detergent product, Tide, has run into a trouble with the National Commission for Scheduled Caste initiating an inquiry into a complaint alleging that some of the dialogues used in the commercial break is “derogatory and offensive”.

“The TV commercial portrayed our community in such a disgraceful manner and tried to make fun of our community. Words used in the commercial are intended to insult our community,” Suresh Kanojea, president of Akhil Bharatiya Dhobi Mahasangh, alleged in his complaint.

The Mahasangh had also lodged a complaint with Delhi police, seeking lodging of an FIR against the official of the company and those involved in making the “derogatory” advertisement.

“Our community is covered within the Scheduled Castes and Scheduled Tribes (Prevention of Atrocities) Act and the (some of the) dialogues used in the commercial is highly offensive to our community and persons involved in the making of the advertisement are liable for prosecution under the Act,” the complaint said.

Initiating inquiry into the complaint on September 5, the commission has served a notice on the Delhi police, asking it to submit action taken report on the complaint of the Mahasangh before it within 15 days.

”In case the commission does not receive reply from you within the stipulated time, the commission may exercise the powers of civil courts conferred on it under Article 338 of the Constitution of India and issue summons for you appearance in person or by a representative before the commission,” it added.