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AIDWA demands that the ad should be withdrawn immediately.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.
THOUSANDS of women all over India observed December 10, the World Human Rights Day, to assert the basic human right for a life free from hunger.
THE Census 2001 highlighted the drastic decline in the male-female child sex ratio (number of females per 1,000 males in the population) in several states in north and west India, and the continued…
