Kalyan Jewellers Ad Featuring Amitabh Bachchan With Daughter Shweta Bachchan Nanda hurts bank union's sentiments

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  News   Kalyan Jewellers Ad Featuring Amitabh Bachchan With Daughter Shweta Bachchan Nanda hurts bank union's sentiments

Kalyan Jewellers Ad Featuring Amitabh Bachchan With Daughter Shweta Bachchan Nanda hurts bank union's sentiments

Amitabh Bachchan and his daughter Shweta Bachchan Nanda have worked in an ad that has angered a body of bank employees. Demanding an unconditional apology from the jewelry group, the AIBOC said the advertisement needs to be withdrawn.
Jul 19, 2018, 9:18 am ISTNewsJhakaasMovies Staff
Amitabh Bachchan & Shweta Bachchan Nanda
  Amitabh Bachchan & Shweta Bachchan Nanda

Kalyan Jewellers Launched Ad Featuring Amitabh Bachchan With Daughter Shweta Bachchan Nanda hurts bank union's sentiments

A new TV commercial by Kalyan Jewellers highlighting its “trustworthiness” by Bollywood’s leading superstar and his daughter has got bank employees up in arms for showing them in a “derogatory” manner and has now made the company tender an unconditional apology and promise to add a disclaimer. The All India Bank Officers’ Confederation (AIBOC), the largest association of bank officers, has objected to the Hindi version of the new TV advertisement by Kalyan Jewellers starring its brand ambassador Amitabh Bachchan and his daughter Shweta Bachchan Nanda.

Seeking an unconditional apology from Kalyan Jewellers and withdrawal of the advertisement, the union had warned that it would otherwise take action, including dharnas and litigation. “We express our strong resentment against the management of Kalyan Jewellers and Amitabh Bachchan who has manifested a negative and false image of banks in the advertisement for their personal aggrandizement,” said the 3.2 lakh member strong AIBOC.“Due to various reasons, banks have already got a bad name. The advertisement has further hurt the sentiments. Customer service is our first priority,” said Soumya Datta, General Secretary, AIBOC, adding that public sector banks have been working for nation-building through schemes such as Jan Dhan Yojana, Mudra loans, and Aadhaar enrolment. The union has also complained to the Advertising Standards Council of India.

In a communication to the bank union, Kalyan Jewellers has now promised that a disclaimer will be added within three working days before the advertisement stating: “Characters and situations depicted are fictional. The brand does not intend to disrespect or malign any person or community". 

But the union is not happy with the disclaimer. “A letter has been issued by Kalyan Jewellers. But unless they stop airing the ad, it is not acceptable to us,” Datta told BusinessLine.

The one-and-a-half minute TVC was done by one of the jeweler’s creative agencies, L&K Satchi. It shows Amitabh Bachchan as a pensioner, who is accompanied to the bank branch by his daughter, Nanda. After being sent from counter to counter by ineffective bank staff, the duo are referred to the bank manager.

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Amitabh Bachchan

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