Kalyan Jewellers decides to withdraw advertisement

Jewellery brand Kalyan Jewellers plans to withdraw a recent advertisement which it had launched but which unfortunately attracted objections from some activists, reports say. The activists described the advertisement as ‘insidiously racist'. It featured its brand ambassador Aishwarya Rai Bachchan dressed in royal attire and adorning regal jewellery, with a child holding an umbrella over her head, reports say.

An ‘open letter’ to Aishwarya Rai Bachchan stated that the advertisement was insidiously racist as it depicts one "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'. The letter also mentioned that Aishwarya Rai Bachchan use her fan following in society for ‘progressive’ actions and not those which are racist and against child rights, reports add.

The company has decided to withdraw the advertisement noting that the intention was only to ‘present royalty, timeless beauty and elegance’ and it regrets that the advertisement would ‘hurt the sentiments of any individual or organisation’.

Aishwarya's publicist issued an image from the original shoot, stating that the final layout is the prerogative of the creative team of a brand’, reports say.