• Petitioned Mr. Manish Goenka

This petition was delivered to:

Director, Emami Group
Mr. Manish Goenka
Secretary General, The Advertising Standards Council of India
Alan Collaco
Director, Emami Group
Mr. Prashant Goenka

Emami Group: Stop telecasting gender discriminating 'Bailwan' advertisement

    1. Kotravai (Nirmala)
    2. Petition by

      Kotravai (Nirmala)

      Chennai, India

The latest Emami Fair & Handsome advertisements featuring popular actors like Shahrukh Khan & Suriya are racist and derogatory. These advertisements imply that dark-skinned people are not "handsome" and they must become fair. Sign the petition demanding Emami Ltd to immediately stop broadcasting this advertisement.

The advertisement is also in violation of the rules specified under rule 7 of the Cable Television Networks (Regulation) Act, 1995 and Rules and also violates the code of conduct specified by the advertisement standards council of India

It sends out a very skewed viewpoint of beauty and gender-roles, especially to minors. With popular figures endorsing these products, it is very likely that these advertisements create a deep impact and bias in the minds of the millions of people watching it.

How can we change this?

All advertisers in India are expected to follow the code of conduct as prescribed by the Advertising Standard Council of India (ASCI).  The Programme and Advertising Codes  prescribed under the Cable Television Network Rules, 1994 mandates this.

The ASCI code states that advertisements should not be offensive to generally accepted standards of public decency.

The Emami Advertisements clearly ridicule people based on caste, colour and depicts women in a deprecating manner and is therefore in violation of the ASCI code of conduct.

If we show the Advertising Standard Council and the Ministry of Information and Broadcasting that enough people find this ad offensive, Emami group will be forced to stop broadcasting this ad.

Sign the petition and share it with your friends so that we can get more support against this discriminatory ad.

Links to the advertisements :

Hindi Version of the advertisement

Tamil Version of the advertisement

Telegu Version of the advertisement

Malayalam Version of the advertisement

Recent signatures


    1. Taking Protest to Next Level

      Kotravai (Nirmala)
      Petition Organizer

      Thanks for signing the petition. To take the protest to next level MASES had organized an event recently. Eminent artists also joined the protest and painted against the Male Gaze.


    2. Reached 250 signatures
    3. M.A.S.E.S Launch and Painting Workshop for Women's Day

      Kotravai (Nirmala)
      Petition Organizer

      Taking the Protest to the next stage...a Visual Protest...

    4. Please check our Movement blog for updates

      Kotravai (Nirmala)
      Petition Organizer

      Formal Launch of MASES...Lectures / Video Presentations on Gender Representation in Media (Speakers yet to be finalized).... Face Painting, Poster Painting & Photography Collage protesting the EMAMI Advertisement../ Sexist Representations.... End of the Meet - Resolution - Emami should withdraw the Advertisement and Request 'Creators' to get sensitive and responsible about Gender Representation in their creative 'Products' - date: 9th / 10/ 11th March 2012 & ICSA Hall, Egmore. Time: 5 pm to 8 pm.

      Volunteers wanted to Organize the Event, Artist Volunteers wanted & Volunteers who could lend their 'faces' to put forth our 'message' wanted...also Photographs / Photographers are welcome...concept will be shared by tomorrow....

      If anyone interested to assist me in Organizing the event & would like to send entries for Exhibition, pl leave your contact details at kotravaiwrites@gmail.com

    5. Reached 100 signatures
    6. e-petition works

      Kotravai (Nirmala)
      Petition Organizer

      Many People say e-petition is not effective or it is a tool used by 'lazy bourgeois'. But we have many success stories. Amidst the Survival challenges, we are forced to chase 'opportunities'. Visa-vis, we use the same opportunity to tear the masks of the 'bourgeois & capitalists'. Below is the link to a successful campaign by M.A.S.E.S. Pl spread & share the petition link to your circles, signatures are a powerful document of 'Protest'.

    7. 50 signatures crossed

      Kotravai (Nirmala)
      Petition Organizer

      Within few hours of creating this petition, it has received 52 signatures. This is a positive sign. It feels happy to know that more and more people are getting sensitized towards gender equality and gender rights. I am thankful to each and everyone who have signed the petition. We will take it forward with full determination - thanks, Kotravai

    8. Reached 50 signatures


    Reasons for signing

    • Anita Jose COCHIN, IN
      • over 2 years ago

      The ad promotes colour racism and creates unhealthy stereotypes in the minds of the audience. Black is as beautiful as white!

    • chithan prasadh KOVAI, INDIA
      • over 2 years ago

      Degrading & disgusting

    • naanal kaadan NAMAKKAL, TN
      • over 2 years ago

      பெரும் ஊடகமான தொலைக்காட்சி மூலம் ஆணாதிக்க மனோபாவத்துடன், பெண்களுக்கெதிராக வெளிவருகின்ற இத்தகைய விளம்பரங்கள் எதிர்வரும் தலைமுறையிடம் பிற்போக்குத் தனத்தையே ஊன்றுகின்றன. மேலும், இந்த விளம்பரங்கள் நடத்துகின்ற பெண்களுக்கெதிரான நுண்மையான அரசியல் பற்றிய விழிப்புணர்வை பெண்கள் மத்தியில் உருவாக்க வேண்டும்

      • over 2 years ago

      Racism is an EVIL force - implying anybody is less beautiful because of the colour of their skin is highly offensive.

    • Amjad Majid NEW DELHI, CA
      • over 2 years ago

      Darkness is godliness.


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