A recent Surf Excel detergent advert has come in for some sharp criticism; even abuse for its ‘communal’ slant. There are many who thought that the ad was a lovely affirmation of love and a celebration of India’s essentially syncretic character. However, many thought that the ad was an insult to Hindus and called for a boycott of Surf Excel as well as all Hindustan Unilever Products. Here’s what went down:
A little girl invites her friends to hit and saturate her with colour. Once the kids on the street have exhausted their ammo, a little boy, clearly on his way to offer namaz emerges. She drops him to the masjid and tells him to expect to be coloured; he grins and agrees.
For some people, the ad was an insult to Hindu feelings. According to them, this was ‘propaganda’ aimed at hurting Hindu sentiments.
For some people, this ad was somehow encouraging ‘love jihad’; a popular conspiracy theory floated by members/ supporters Hindutva organisations/ ideologies.
A few days ago, Hindustan Unilever launched this ad for Red Label tea. This was also seen as an insult to the ongoing Kumbh Mela and therefore to Hinduism. This is when #BoycottHULproducts and similar hashtags started to trend.
So, those that took umbrage to the Surf Excel ad also decided to #BoycottHULproducts, boycott #SurExcel and so on. Some frankly laughable conspiracy theories of terror funding also did the rounds; as they would in cases like this.
Some people decided to demonstrate their ire like this. In this video, the man is burning an empty packet of Surf. In another such video, a woman is seen pouring some detergent into the toilet.
For a majority of commentators, this was an ad about friendship, communal harmony and innocence. Many felt that this was the most heartwarming ad they had seen in a long time.
A lot of people liked the ad and wanted to support the company as well as counter the boycott. They decided to buy or place orders for Surf and other HUL products.
This Twitter user decided to buy more of the detergent to remind us that we are ‘nice people’ and that we can all live natural in harmony… much as we all did as kids when narrow parochial ideas and identities did not blind or bind us.
As one of my favourite satirists says, the ad shows “colour, love, laughter, masti, innocence, cultural respect, bonding, bonhomie” all together. It’s strange that anyone could have a problem with this.
Those who are angry at the ad are angry that it’s a little Hindu girl and Muslim boy. For some reason, they don’t have as much of a problem if the genders are reversed. We do really have to ask ourselves what sick mentality looks at the festivals – including the forcible celebration of festivals – through a prism of triumphalism.
It is a blow to our famed Ganga-Jamuna tehzeeb that simple instances of pluralism, communal harmony and accommodation are viewed with distaste and suspicion. When you think about it, it is truly bizarre that people are calling for the boycott of a detergent brand because its ad shows an innocent little friendship… because the genders apparently are mixed up.
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