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Ad with Hindu gods ignites protests

Lucky Jeans' depiction of Lord Ganesh playing cards has left Hindu organisation red, reports Vijay Dutt.

india Updated: Jan 17, 2006 20:16 IST
Vijay Dutt

The marketing mandarins would never learn, despite repeated furore over the commercial use of Hindu gods. The sponsors continue to believe naming products or associating them with their brands would attract customer from Hindu community.

The High Street super store Selfridges had once tried to market cakes with icings showing Shiva and Ganesh and other Hindu gods. A Paris footwear shop sold sandals with figures of Hindu gods on them. Another had similarly tried to market sneakers.

The latest is a promotion by Lucky Jeans which claims that their products mainly jeans sell all over the US and many cities in Europe and have won customers like Meg Ryan, Gwyneth Paltrow and Paris Hilton. They also aver that they "create" with a sense of humour and rock and roll heritage.

But, almost surely their website with an ad using a painting of Ganesh, ostensibly playing cards and Krishna playing his flute would not be appreciated by most sensitive Hindu religious leaders. In a framed multi-coloured photograph shown on the company's website, a huge Ganesh is seen sitting prominently in the centre, with playing cards falling out of his right hand and a golden ring with Lucky Brand etched on it is shown around his right eye.

On both sides of his, there are a large number of men and women dressed in western attires while some women are in skimpy dresses. Two young men with magician's top hat are shown on his both sides. Krishna is embedded on the centre-bottom on some sort of open flower. The slogan is Shop Men's, Shop Women's.

Many might be amused by the depiction and take it with good humour. But HT here has already received an email from an organisation that has started a campaign for the community members to ask the Lucky Jeans to forthwith withdraw the ad. The fire is just building up.

First Published: Jan 17, 2006 20:16 IST