After Twitter erupts with disgust, Kent apologises for hurting sentiments, takes down 'insensitive' advertisement

After it received massive backlash for an advertisement portraying domestic helps as infection carriers, Kent RO Systems on Wednesday said that it has taken down its controversial and insensitive 'Atta & Bread Maker' ad.

The ad cautioned against kneading of flour to make dough by a maid claiming that her hands might be infected and suggested using the company's product for the same purpose.

“Our recent advertisement of Kent Aata and Bread Maker on social media was unintentional, badly communicated and wrong. And therefore, it was immediately withdrawn. We are extremely sorry for this incident and want to apologise to everyone, especially to the people whose sentiments were hurt,” Kent RO Systems chairman and managing director Mahesh Gupta said in a statement.

“The advertisement is contrary to the beliefs and professional standards of Kent. We will investigate how our advertisement standards were compromised and we will further take corrective and preventive action so that such incidents are not repeated in the future. We once again reiterate that we support and respect all sections of the society and apologise for the mistake,” it further added.

The ad, featuring Hema Malini and her daughter Esha Deol as campaigners, drew heavy criticism on social media.

The ad read, “Are you allowing your maid to knead atta dough by hand? Choose KENT Atta & Bread Maker for hands-free kneading of dough. Let automation take care of hygiene this time! Don’t compromise on health and Purity.”

Several Twitter users slammed the company on social media platforms with some suggesting that the brand, known for its RO systems, should first ‘purify their own thoughts’. Some of them also urged people to not buy products from the company, thereby calling for a collective boycott of all goods manufactured by Kent.

Here’s how Twitterati responded to the ad: