Petition Closed
Petitioning Director, Emami Group Mr. Manish Goenka and 2 others

Emami Group: Stop telecasting gender discriminating 'Bailwan' advertisement


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

Letter to
Director, Emami Group Mr. Manish Goenka
Secretary General, The Advertising Standards Council of India Alan Collaco
Director, Emami Group Mr. Prashant Goenka
This is to bring to your notice the Emami Fair & Handsome ad that violates the advertising standards guidelines as laid down by ASCI.
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The ad ridicules feminine qualities and thus discriminates against women. According to the code laid down by ASCI as follows :

No advertisement shall be permitted which derides any race, caste, colour, creed and nationality;

The ad also discriminates based on caste and colour by showing that dark-skinned people are not “handsome”.

These advertisements are against the code of conduct laid down by the the Advertising Standards Council of India. It is also against the code specified under rule 7 of the Cable Television Networks (Regulation) Act, 1995 and Rules

Please take immediate action by taking these advertisements off the air.

Thank you

Ad details