Anew television commercial for a personal hygiene wash that promises ‘fairer’ private parts for women has come under attack from viewers, ad gurus and women’s right activists. The ad for Clean and Dry Intimate wash by Midas Care, shows a wife serving tea to a disinterested husband. After she cleans herself (there’s a graphic that shows how the product lightens the private part), their romance perks up.
Advertisement professional and author Anuja Chauhan says, “It’s insane to project a personal hygiene product like this. There is way too much pressure on looking fair. At least the private parts should be spared!” Agrees Barkha Singh, chairperson, Delhi Commission for Women. “Sexing up the ad and promising fairer private parts is ridiculous.” Fashion designer Rina Dhaka calls the ad “shocking and horrifying.”
“It speaks of a country with a sick mind.” Twitter, too, is abuzz with jokes on the ad. “After watching the ad, I’m expecting people to mention “must have fair skin AND privates” on matrimonial websites,” wrote a user, E-tard. Ad guru Prahlad Kakkar sarcastically calls it a ‘futuristic product’. “It’s meant for a time when girls would be roaming around pantyless,” he says.
The spokesperson for Midas-Care defends, “The wash keeps the skin clean, fair and safe from infections. Fairness is just one of the many offerings.” Relationship expert Jai Madan agrees it’s no big deal. “Darkening of the private area is a common problem. What’s the big deal?