Actress responds to her detractors.
By Dileep Thekkethil
BENGALURU: After activists wrote an open letter to Aishwarya Rai Bachchan for her appearance in a Kalyan Jewellers print advertisement, which has been deemed as “insidiously racistâ€, the super model turned actress reacted saying that the “final layout of the ad is the prerogative of the creative team of the brand.â€
The reply of the actress is addressed to Farah Naqvi, Nisha Agrawal, Enakshi Ganguly, Bharti Ali, Madhu Mehra, Shantha Sinha, Harsh Mander and Mridula Bajaj, who had earlier signed an open letter that was posted on an online portal.
The letter from the publicity manager of Bachchan read. “On the onset we would like to thank you on drawing our attention to the observation of the perception of the advertisement. Here is an attachment of the shot taken by somebody during the shoot.
“The final layout of the ad is entirely the prerogative of the creative team for a brand. However, shall forward your article as a viewpoint that can be taken into consideration by the creative team of professionals working on the brand visual communication. Thank you once again.â€
The letter written by the activists had accused the former beauty queen for appearing in an ad that revisited the dark ages of child labor and slavery. It read, “appearing 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”.
Towards the end of the letter, the authors ask Bachchan whether it is ethical for an actress of her stature to appear in such ads: “As an influential member of the Indian film industry and a popular star with a large fan following, we trust that you wish to use your image in a manner that promotes progressive thought and action, and would not knowingly promote regressive images that are racist and go against child rights.”
Bachchan is the national ambassador of Kalyan Jewellers and has been involved in many print and television ads, even sharing the screen with her father-in-law Amitabh Bachchan and other popular south Indian actors.
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