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AIDWA demands that the ad should be withdrawn immediately.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 election battle, and the challenges ahead
While heated debates and discussions were expected after the Supreme Court’s Sabarimala judgment, what is unusual is the kind of public intervention made by Union Minister Smriti Irani in her widely…
AIDWA expresses its deep outrage over the sexual abuse and trauma that a number of women in the field of media have suffered. Some of them have broken their silence recently and come out with…
When democracy turns into mobocracy and the mob enjoys impunity and state patronage, we need to resist such attempts with all our might.
The AIDWA Bihar state committee holds state-level 'NDA Sarkar se Beti Bachao' convention in Patna today August 19. It was attended by more than 150 women representatives from 11 districts. It was…
