Flipkart Faces Backlash Over Controversial Ad Portraying Misogynistic Humor
Flipkart's animated ad for the ‘Big Billion Day’ sale faced backlash for derogatory humor about relationships, leading to its deletion and an official apology.
Sumit Rawat
In an effort to promote its ‘Big Billion Day’ sale, Flipkart recently released an animated video that has generated significant controversy due to its portrayal of relationships and humor. The ad features a woman who indulges in a shopping spree, purchasing numerous bags during the sale. As she prepares to reveal her purchases to her husband, the tone shifts to one of dread.
The video attempts to mimic popular meme formats, showcasing quirky storage solutions with humorous commentary. However, it takes a problematic turn when the character uses derogatory terms to describe her husband while humorously constructing a storage space to hide her new “special friend.” This aspect of the ad has drawn harsh criticism from viewers, leading to an overwhelmingly negative reception.
In response to the backlash, Flipkart deleted the video and issued an official apology on X, stating, "We’re sorry for the offending video, which was posted in error, and (we) took it down as soon as we realized our mistake. We will do better in the future." Many viewers labeled the content as "shameful" and "misandrist," taking particular offense at the depiction of the husband as "Aalsi" (lazy), "Kambakkht" (worthless), and "Bewakoof Pati" (dumb husband).
The NCMIndia Council for Men Affairs, a non-profit advocating for equal rights, condemned the ad on X, calling it toxic and demanding an apology from Flipkart. They expressed concern that such portrayals contribute to harmful stereotypes about men and relationships.
So @Flipkart deleted this misandrist post. But what was the logic behind even posting such toxic video addressing a Husband as Aalsi, Kambakkht and Bewakoof Pati. They must apologise for this and hope they will not repeat it. Misandry will Not be Tolerated Anymore. https://t.co/GwiEzgdMEH pic.twitter.com/fLf8KywE0e
— NCMIndia Council For Men Affairs (@NCMIndiaa) September 23, 2024
While using memes in advertising has gained popularity, as seen with recent campaigns from Swiggy and Nykaa, Flipkart's attempt to tap into this trend has backfired, highlighting the need for greater sensitivity in marketing communications.
