Television

Amuls tasteless take on Tehelka

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2015/09/18/Amul.jpg?itok=w0U9euIT

MUMBAI: For a brand as big as Amul, its ads too have come to be an iconic part of the country?s social-scape.

From IPL spot fixing to the allegations of corruption that once swirled around Jagmohan Dalmiya, from Laloo Prasad Yadav?s arrest in the fodder scam to Raj Babbar?s atrocious comments with respect to Rs 12 meals; Amul ads have taken an unflinching stance, driving home the point cheekily, yet responsibly while almost always leaving the reader with a smile.

This time round however, even Amul?s li?l moppet, of the polka dot fame, has been unable to save the day.

The latest ad ? a take on the Tehelka scandal ? shows a Tarun Tejpal-like figure being pecked by crows (incidentally the crow is Tehelka?s mascot) while sitting on a stool inside what looks like an elevator, while the Amul girl stands outside with her bread and butter sandwich. The tagline reads: ?Kya Se Kya Kho Gaya! Tehelka Macha De!?

Tejpal, the editor of Tehelka, who has made a career out of his in-your-face brand of journalism, has been in the news for allegedly sexually assaulting a junior colleague, a friend of his daughter at that, in an elevator at a fest organised by the magazine earlier this month in Goa.

The Amul poster, which takes a very obvious swipe at Tejpal, hasn?t gone down well with people and social media is abuzz with comments trashing the ad for its tastelessness.

Writes columnist and writer Aseem Chhabra: ?I find this Amul ad outrageous and offensive! Where is the humor in a rape case?? Tweets The Oddfather @TheOddfather1014h: ?Sorry guys, just my personal opinion...I don't think it's very smart or creative using a molestation case in your ad #justsaying?. Posts Vijay @ohVijayJoshi3h wrote: ?like idiots u came up to make fun of a sensitive topic can u do a fun ad on 26/11 & Arushi as well.. U r selling butter? Pathetic?.

Clearly, the ad hasn?t cut ice with a majority of people unlike its previous ones. Whether they think it trivializes a serious issue or is just not witty enough or whether rape is a matter that just doesn?t lend itself to jokes; one can?t really point out.

All said, adman Rahul Dacunha, the man behind all those witty Amul posters since 1993 is disappointed with people?s reaction.   ?Am disappointed that you see this as a joke - it's a satirical comment about the fall from grace of a man,? he tweeted.

Ironically, Dacunha is the same guy who, in a column in Tehelka on the occasion of the 60th anniversary of Amul in 2009 wrote: ?Today is Tuesday morning. Actor Shiney Ahuja makes the headlines ? he may have just raped his maid. The question before the Amul creative team at Dacunha Communications is: Should Amul walk away or comment? And if we do, what angle do we take? What tone of voice? This is the dilemma we often face with Amul.?

If this is what Dacunha thought four years ago, we wonder what made him change his mind this time round...

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/NG.jpg?itok=K2t16PB_
Monuments Turn Red, As National Geographic Raises an Alarm for Planet Conservation

Glaciers are melting, sea levels are rising, pollution in various parts of the world is at its peak, and tonnes of plastic waste is in the oceans.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/jony.jpg?itok=pT_heat_
Sony BBC Earth hosts the extraordinary Natural History Producer and Global Storyteller, Jonny Keeling, in India

Sony BBC Earth, India’s No. 1 factual entertainment channel and home to the most iconic and premium content, continues to deliver to its promise of making the viewers ‘feel alive’.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/jumanji.jpg?itok=g7Q0FcKR
‘Ab Jungle meinhoga Dangal’ with the Hindi Television Premiere of Jumanji: Welcome to the Jungleon November 24th at 8pm only on &pictures

Ever wonder how it feels to be inside a game and play the character you choose? In the brand-new adventure Jumanji: Welcome to the Jungle, the tables are turned as four teenagers in detention are sucked into the world of Jumanji.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/tv.jpg?itok=sMpw7SEL
Broadcasters see regional adex space growing

Now that the Hindi fervour has died down, broadcasters and advertisers have latched on to the regional segment. It's no wonder that the adex in the space is expected to grow as well. According to the global ad growth forecast of GroupM, India’s adex is expected to grow at 14.2 per cent compared to...

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/10.jpg?itok=tYOD3hMY
Bodhi Tree focusing on three verticals to scale up business

Over the top (OTT) services have given a big boost to production houses in the country  Bodhi Tree Multimedia, started by Mautik Tolia and Sukesh Motwani five years ago, only concentrated on general entertainment programs on TV initially. Following the change in the overall entertainment industry,...

Television Production House Fiction
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/zee.jpg?itok=cSVH9EqA
Mumbai Team franchisee owner unable to meet financial obligations towards Zee Maharashtra Kushti Dangal

Mr. Pranav Rajesh Dake, owner of Zee Maharashtra Kushti Dangal’s Mumbai team – Mumbai Astra has regrettably been unable to meet the financial obligations towards Zee Maharashtra Kushti Dangal (ZMKD), its players and technicians.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/Zee-TV.jpg?itok=lBZaLw5Q
Zee TV gets ratings boost from Zee Rishtey Awards

Zee TV's recently concluded annual awards property, Zee Rishtey Awards, clocked the highest viewership ratings across award shows that took place in the last two years. As per the recently released BARC HSM weekly data (Urban + Rural) for the week 44 '18, it secured a viewership of 5495 TVTs, which...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/old.jpg?itok=VayqOVWq
No changes in Kannada, Marathi segments in BARC data week 44

In the Bengali space, Colors Bangla and Sony Aath swapped their fourth and fifth positions in BARC data week 44. News18 Bihar Jharkhand emerged as the new player in the market by securing fifth position. No changes were observed in the Kannada and Marathi segments.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/epic.jpg?itok=YUXKfF_T
EPIC CHANNEL CELEBRATES 4 YEARS OF GENRE DEFINING CONTENT

Launched on November 19, 2014, EPIC celebrates the completion of four years on air, in which it has set aspirational benchmarks for Indian TV content.

Television TV Channels Music and Youth

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories