Flipkart’s latest ad causes trouble; Gorkha community calls it ‘racist’, files complaint in Delhi Court

By: | Updated: August 30, 2016 1:51 PM

The community has taken an offence with the latest "racist" advertisement that portrays them in a stereotypical light leading them to file a petition in the Tis Hazari court.

flip-LIn its latest advertisement endorsing ‘Assured Flipkart’, a campaign that guarantees a speedier delivery of products, shows a group of kids backed with adult voiceovers browsing through the Flipkart app.

Most of us are acquainted with the Nepalese watchman character in movies or advertisements, whose “Shaab-ji” accent we have emulated time and often. But what might have brought trouble for the online e-commerce player Flipkart is, the precise portrayal of the Gorkha community in this manner. The community has taken an offence with the latest “racist” advertisement that portrays them in a stereotypical light leading them to file a petition in the Tis Hazari court.

In its latest advertisement endorsing ‘Assured Flipkart’, a campaign that guarantees a speedier delivery of products, shows a group of kids backed with adult voiceovers browsing through the Flipkart app. The ad ‘Sahebji’s Jogging Shoes’ shows two security guards, one of whom belongs to the Gorkha community. This can be identified because of his Bhadgaule Topi with a Khukri insignia.

According to the Gorkha community, the ad is racist and shows them in stereotypical characters of a watchman or a tour guide. The outrage felt by the community was such, that it led to the Gorkha Youth and Students’ Association of India (GYASA) to file an official complaint with the Delhi police.

The complaint letter states that the advertisement makes a mockery of their community and is highly offensive. The petitioners also say that inspite of repeated appeals to the e-commerce giant, the advertisement continues to be played on their various platforms. Due to which, they had to a file a petition in the Tis Hazari court on Saturday.

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