Even as many called the ad “an eye-opener” on gender equality, other Twitter users called it “disgusting”. Twitter user @ProfVemsani tweeted with the hashtag #Hinduphobia, saying the ad misrepresented Hindu practices and “subtly isolating Hindus.”
In an industry with tight creative reins, these incidents were “further limiting free, liberal thought,” said Mr Ayappa.
For a long time, advertisers and companies largely ignored conservative critics.
Ms Nair recalled an ad she made around 2008 for stationery company Camlin, in which attempts to forcefully rub off the vermillion – a sign of a married woman – from a widow’s forehead fail because she has used a permanent marker. Comically, it revives the dead husband.
“There were complaints about it mocking an ancient funeral ritual, but the company didn’t bother, so neither did we,” she said.
In the past few years, however, companies are beating a fast retreat, especially when social media controversies spill over to the streets.
In October 2020, online opposition to jewellery brand Tanishq’s ad featuring a Hindu-Muslim couple snowballed into Hindu extremist mobs who attacked the company showrooms. The parent company Tata Group, one of India’s oldest and biggest corporations, had to pull the advertisement off air to protect its stores and staff.
In the same month, ethnic clothing maker Fab India withdrew its ads for a festive collection named using Urdu words that critics said “hurt Hindu sentiment”. The critics had erroneously associated the language with Islam.
In December last year, consumer goods company Dabur India withdrew its ad showing a same-sex couple celebrating a Hindu festival. When right-wing political leaders threatened legal action, Dabur quickly apologised for “unintentionally hurting people’s sentiments.”
“Apologies only normalise hatred,” said Mr Ayappa, adding that companies should take up sensitive issues only if they reflect the brand philosophy.
For instance, filmmaker Ruchi Narain was able to make her viral ad about the gigantic gap in financial literacy between men and women only because mobile wallet Paytm backed the idea strongly.
Even if much of the advertising world is focused on appealing to the majority, “advertising professionals have a responsibility because we make content that over a billion people will watch,” Ms Narain said.
“So we must persevere to push modernity, open-mindedness – the things that slip through the cracks are usually the ones to lead to change.”