Kalyan Jewellers ad featuring Big B faces flak from bank union

Kalyan Jewellers

Kalyan jewellers ad film titled ‘Trust is everything’ starring Big B has faced backlash from a bank union who have called it a derogatory portrayal of the bank employees.

Taking it’s long association with the Bachchan Family ahead, Kalyan jewellers recently released an ad ‘Trust is everything’ featuring the megastar Amitabh Bachchan and his daughter Shweta Bachchan Nanda who also made her acting debut through it.

‘Galat- Galat hota hai’, utters Big B in his baritone voice which reminds us of his stern dialogue ‘No Ka Matlab No hota hai’ from the blockbuster hit Pink which spread like wildfire. The ad film, conceptualised by L&K Saatchi & Saatchi and directed by GB Vijay from Sculptors Production, narrates the story of a father and daughter, while also echoing the values of trust and transparency, that brand Kalyan Jewellers stands for.

A day after being released, the one and a half minute ad film has found itself amidst controversy as a bank union namely All India Bank Officers’ Confederation has opposed the storyline and the portrayal of bank employees in the advertisement.  It’s members also threatened to sue Kalyan Jewellers accusing it of “casting aspersion and hurting the sentiments of millions of personnel”, reports Hindustan Times.

The report also quoted union’s spokesperson saying that the theme, tone and tenor of the ad were “disgusting, derogatory, to say the least and is aimed to create distrust in the banking system, for pure commercial gain.

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However the jewelry brand has termed the allegations as ‘false’ and claimed that the ad film is nothing but a work of fiction. Sr.Bachchan also tweeted the video saying that it’s no less than an emotion and following suite was his beloved daughter Shweta.

Kalyan Jewellers in a letter to the bank union also stated that the situations depicted are fictional. The brand does not intend to disrespect or malign any person or community’.


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