The Malayalam version of the ad features Amitabh Bachchan and Manju Warrier and weaves a plot around Kalyan Jeweller’s tagline ‘Vishwasam’ or honesty.

Bankers slam Kalyan Jewellers ad starring Amitabh Bachchan call it derogatory
news Controversy Thursday, July 19, 2018 - 13:10

In a fresh controversy, jewellery chain Kalyan Jewellers has drawn the ire of All India Bank Officer's Association (AIBOC) for its latest ad starring Bollywood actor Amitabh Bachchan, his daughter Shweta Bachchan Nanda and Malayalam actor Manju Warrier.

The advertisement attempts to denigrate and cast aspersions on the banking system of the country for Kalyan's personal gains, alleged a notice issued by the 3,20,000 strong member strong association.

"The theme, tone and tenor of the Ad are disgusting, derogatory, to say the least and is aimed to create distrust in the banking system, for pure commercial gain. The advertisement portrays banks in bad light, casting aspersion, hurting the sentiment of millions of personnel, stakeholders and is a direct attempt to ruin the trust and confidence of billions of citizenries in banks," reads the press release by AIBOC - the largest association of bankers in the country.

As amends, the association has demanded an unconditional apology from Kalyan Jewellers and an immediate withdrawal of the ad from the internet and other platforms.

The 1.30-minute ad starring Amitabh Bachchan and Manju Warrier in Malayalam and Amitabh Bhachchan and Shweta Bachchan Nanda in Hindi weaves a plot around Kalyan Jewellers' tagline ‘Vishwasam’ or honesty. It shows the father-daughter visiting a bank regarding Bachchan's pension, only to be spurned by uncaring and unhelpful officers. Finally, it is revealed that his pension has been credited twice and they had come to inform this and return the money. The bank officer asks them to keep it as the procedure to return the money is tiresome.

"Who will even know?" the manager asks to which Bachchan replies that a wrongdoing is a wrongdoing regardless of who knows

Amitabh Bachchan had taken to Twitter to call the ad “emotional”.

However, calling the ad and Bachchan's onscreen portrayal of such a message deplorable and culpable, the association further asks what Kalyan Jewellers has even done for the public to bring out such ads. 

"Have they (Kalyan) done anything worthwhile for the society? Have they served the interest of the common man as banks did? Have they ever taken up any social cause as banks took up? Is it fair on their part to maim the banks for their personal gain?" the notice reads. 

Stating that this is a case of defamation against all banks especially public-sector banks, the association has warned that if Kalyan refuses to withdraw the ad, they will pursue the case legally. 

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