‘Racist Ad’ Featuring Indian Film Star Aishwarya Rai Bachchan Is Pulled

An advert featuring Indian movie star Aishwarya Rai Bachchan has been withdrawn for using racist imagery.

The ad was made by jewellery company Kalyan, with whom Bachchan has an endorsement deal, using an existing picture of the star.

But it seems it was done without her knowledge.

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It was quickly criticised on social media – and then removed from circulation – over its depiction of what appears to be a black slave boy holding an umbrella over Bachchan.

In a statement posted on Facebook, Kalyan said: “The creative was intended to present the royalty, timeless beauty and elegance.

“However, if we have inadvertently hurt the sentiments of any individual or organization, we deeply regret the same. We have started the process of withdrawing this creative from our campaign.”

An open letter, published online and entitled ‘Open letter to Aishwarya Rai Bachchan: This ad you figure in is insidiously racist’, explained the issues with the ad, saying that the picture seemed '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’.

“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.”

A statement from Buchchan’s publicist to those who penned the open letter read: “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.”

Bachchan, a huge Bollywood star who started her acting career in 1997, also endorses brands including L'Oreal, Coca-Cola, De Beers and Longines watches.

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Image credits: Kalyan