The All India Democratic Women’s Association (AIDWA) calls for Midas Care and the sponsors of the internet and TV advertisement for “Clean and Dry Intimate Wash”- a cosmetic product for women claiming to provide “freshness + fairness”. AIDWA is deeply outraged by the visual depiction which shows the extent of the perversion of the company and the promoters of the ad. This advertisement in the name of personal care shows graphic and intimate details of a woman’s body which is demeaning and derogatory to women. It also promotes racist stereotypes equating fairness with beauty.
The advertisement constitutes an offence under Clause S3 of the Indecent Representation of Women's Act, Section 292 of the Indian Penal Code and Section 67 of the Information Technology Act, 2000 along with the relevant rules and regulations.
AIDWA demands that the ad should be withdrawn immediately. AIDWA is taking up the matter with the I&B Ministry demanding appropriate action against the advertisers, and the concerned company, as also for the formulation of a regulatory framework to prevent the proliferation of such portrayals of women in the media. The AIDWA Media Monitoring Committee is filing a complaint against the advertisement and the agency responsible for it with the Advertising Standards Council of India.
The All India Democratic Women’s Association (AIDWA) expresses its deep concern at the Census 2011 revelation that the child sex ratio has dropped from 927 to 914 girls per thousand boys, confirming…
Resurgent India is facing many anomalies. For instance, the economic growth curve, somewhat affected by the global meltdown, is now expected to get back on track and move upwards again, beyond the 9…
The All India Democratic Women’s Association (AIDWA) strongly condemns the attacks on poor Christian tribals in Orissa villages in Kandhamal District. A young nun was burnt to death and many others,…
To, Dr. A. Ramadoss, Union Minister of Health and Family Welfare, Nirman Bhavan, New…
The All India Democratic Women's Association (AIDWA) expresses its deep concern at the recent incidents of anti-minority violence in Baroda. it strongly condemns the way in which an anti-encroachment…
