Kenwood apologises for leaked ad that turned domestic abuse into a punchline

The electronics company admitted their fault, saying they're sorry to their audience for "hurting their sentiments"

Updated 10 May, 2017

We were enjoying the new series of commercials Kenwood released with Nawazuddin Siddiqui...until this one came along.

Kenwood Pakistan recently got Nawazuddin Siddiqui and Aisha Khan on board for their latest ad series promoting their electronics. The two actors play a married couple and so far it seemed adorable.

Also read: Nawazuddin Siddiqui really upsets Aisha Khan in latest TVC and it's a lesson to all husbands

However, the new ad doing the rounds on social media (not from Kenwood Pakistan's official social media accounts) show Nawazuddin's character with his friends ranting about a recent fight he'd had with the missus. Seems normal? Not quite. Nawazuddin goes on to brag about how his wife was giving him attitude so he gave her a "dhulayi" (read: beating) - complete with hand gestures.

Since then, Kenwood has issued an apology and explained that the ad was leaked prematurely. The company also admitted that their "judgment was flawed" and that they failed to consider the ad "in the light of view that many people have pointed out", i.e. misogyny and promotion of domestic violence.

The electronics company clarifies that while many people told them to disown the ad completely, they'd rather own up to their mistake and learn from it, in a disclaimer they posted on their Facebook page.

While we all stumble every now and then, it's refreshing to see a large organisation acknowledge their follies and hopefully, not repeat them.

Comments

bhoy indian May 10, 2017 05:40pm

Too little, too late. This is becoming all too common amongst brands to first cause an outrage and then deny and apologise. How come you guys didn't see the final cut before making it public?

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sri1 May 10, 2017 05:48pm

Mountain out of a mole-hill, Sometimes we liberals get too far - lets be subcontinent liberals, and not overly sensitive like western ones.

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Saif Khan May 10, 2017 06:16pm

Kenwood has done the decent thing and saved their brand image by apologizing.

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wajih qidwai May 11, 2017 01:01am

another way, in fact the old way, of getting the attention

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KB May 11, 2017 08:11am

The commercial is not leaked. It's a complete commercial ans it is released purposely. May to checkout how the term 'dhulayi' goes. I think it's OK. Today public is watching and going through much more harsh images, terms and videos, comparing to that it's no point making this term sensitive.

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Dr Accountant May 11, 2017 09:39am

The ad was really funny, I sent it to my wife, she enjoyed it !! Maybe the families with domestic abuse wouldn't enjoy it as much? I guess most of the men in Pakistan rather portray themselves as ones who are in real control but in essence it's the women who the men are afraid of !

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baran May 11, 2017 09:44am

Apology also serves as an advertisement.

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Nisar May 11, 2017 12:43pm

NOT GOOD ENOUGH KENTWOOD PAKISTAN! Lets see how this works - a global company, Kenwood asks its "creative company" through its own media department to make an ad campaign. The CC makes a mock - script - story board which is amended/approved by Kenwood's executives. (Therefore they are ALL complicit in the process .. this is no "oversight") Then the ad is made and a rough cut vetted by Kenwood. Only then does this see the light of day and as acknowledged by Kenwood in their "Disclaimer" that there was a broadcast date set but due to the leak and the negative feedback, it was pulled! Well WOW! So had it not been leaked, it would have aired! A few questions: 1. The executives of the CC and the Executives at Kenwood approved this in the first place, yes? So this shows their complete inability to see moral or social rights or wrongs! The "Disclaimer" is a whitewash.

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Najaf May 11, 2017 01:22pm

There is no need to get emotional. I would have liked to watch it.

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