Cadbury pulls ad after ‘Indian stereotypes’ row
A CADBURY advert has been pulled from Australian TV screens after a watchdog ruled it portrayed a negative stereotype of Indian people.
The advert featured an airport worker reading out flight details with a thick Indian accent, speaking faster and more erratically as he goes on, prompting complaints about ethnic stereotypes.
The man tries to stop talking by stuffing tissues in his mouth but it is only after taking a bite from a Cadbury Picnic chocolate bar that his voice returns to the slower speed.
Mondelez, the parent firm of the Birmingham-based chocolate maker has, now removed the ad from screens and it will not be aired in the UK.
The company had argued to the Advertising Standards Bureau that the ad was intended to be “lighthearted” and “humorous”.
One viewer who complained said: “There are more than 147,000 Indians residing in Australia, yet we don’t see Indians ever being portrayed on commercial Australian television in the various capacities that they in fact function within the numerous communities throughout Australia as doctors, engineers, lawyers, etc speaking in Australian accents, mixed accents and so on.
“Instead, on the incredibly rare occasion that an Indian is seen on Australian television, he/she is portrayed in the most stereotypical and offensive manner. One member of my family actually asked ‘why do Australians always make fun of our accents if we’re ever seen on TV?’”
The complainant was also con- cerned with the ad’s use of exaggerated facial expressions on the man who was reading out the flight details.
“When attending speech therapy I came across people with severe facial grimaces just like in the Cadbury advertisement,” they said.
“Advertisements like this can undo all the good that has been done, because stutterers can mimic and remind themselves of bad occurrences.”
In response, Modelez said the commercial was “designed to appeal to our customers and in no way intended to offend or insult”.
“The advert aims to bring to life in a joyful and light-hearted way, the concept of our mouth craving for certain things at certain times, and in a humorous manner, suggests we obey these cravings,” the company said.