E-commerce giant Flipkart has found itself at the center of controversy after an animated promotional video for its ‘Big Billion Days Sale’ sparked backlash from men’s rights groups and social media users. The video, which has since been removed, referred to husbands in derogatory terms, describing them as “aalsi” (lazy), “kambakkht” (wretched), and “bewakoof” (stupid). This portrayal led to widespread criticism and prompted the company to issue a public apology.
Controversial Video Draws Sharp Criticism
The animated video featured a couple, where the storyline humorously suggested how women could discreetly purchase handbags from Flipkart without their husbands’ knowledge. However, the description of husbands as lazy and foolish ignited outrage, particularly from men’s rights organizations. One of the most vocal critics was the NCMIndia Council for Men Affairs, a group advocating for men’s rights, which called the content “toxic” and “misandrist.”
Taking to social media platform X (formerly Twitter), the group condemned the video, calling for Flipkart to apologize. In their post, they stated, “So @Flipkart deleted this misandrist post. But what was the logic behind even posting such a toxic video addressing a husband as Aalsi, Kambakkht, and Bewakoof Pati? They must apologise for this and hope they will not repeat it. Misandry will not be tolerated anymore.”
The group’s post quickly gained traction, with many users echoing similar sentiments, criticizing the company for promoting stereotypes that demean men, particularly husbands.
Flipkart’s Apology and Removal of the Video
In response to the uproar, Flipkart swiftly removed the promotional video from all its social media platforms and issued a formal apology. The e-commerce platform expressed regret, saying, “We’re sorry for the offending video, which was posted in error, and took it down as soon as we realized our mistake. We will do better in the future.”
Despite Flipkart’s apology, many users remained critical, questioning how the video was approved in the first place. One user directly asked, “How did you approve this in the first place? Did the publisher get fired or not?”
Social media users expressed disappointment and frustration, with one person commenting, “Shameful,” while another user stated they would be boycotting Flipkart and choosing to shop with its competitor, Amazon, instead. One user posted, “You should fire those executives who thought of this idea, and if that’s an agency, stop doing business with them ASAP. I was going to order a Samsung fridge and a Seiko watch from you but will now order that from @amazonIN.”
Impact on the Big Billion Days Sale
The controversy comes at a crucial time for Flipkart, as the Big Billion Days Sale—one of the company’s most significant annual sales events—had just begun on September 27 and will run until October 6. Despite the backlash over the promotional video, the sale promises substantial discounts, exclusive launches, and attractive bank offers across a wide range of categories.
Deals and Discounts to Look Forward To
The Big Billion Days Sale offers discounts on several popular product categories, including large appliances, electronics, fashion, and home essentials. Some of the most anticipated deals include significant discounts on large appliances such as TVs, washing machines, refrigerators, and air conditioners from well-known brands like Samsung, LG, and Sony.
Mobile phone enthusiasts are also in for a treat, with discounts available on the latest models from Apple, Samsung, Xiaomi, and Realme. Whether you’re looking to upgrade your current device or purchase a new one, the sale offers plenty of options.
For fashion and personal care, shoppers can expect slashed prices on clothing, shoes, accessories, and personal care products from leading brands. Additionally, the sale covers furniture, home decor, and groceries, making it a comprehensive shopping event for millions of customers.
Lessons for Brands and Marketing Campaigns
The backlash Flipkart faced over its promotional video serves as a reminder for brands to exercise caution when creating marketing content. Missteps that promote stereotypes or offend certain groups of people can lead to significant reputational damage, especially in today’s highly connected social media environment.
Men’s rights groups and individuals on social media have increasingly become more vocal about campaigns that they perceive to be biased or offensive toward men. As a result, brands must be mindful of how they portray gender roles and relationships to avoid alienating segments of their customer base.
While Flipkart has taken corrective action by removing the offending video and issuing an apology, the controversy underscores the need for companies to carefully vet their marketing messages to ensure they are inclusive and sensitive to all audiences.
As Flipkart moves forward from this controversy, the company will need to rebuild trust with the customers who felt offended by its promotional video. Although the Big Billion Days Sale is expected to attract millions of shoppers with its exclusive deals and discounts, this incident serves as a cautionary tale for brands about the importance of responsible advertising. Flipkart’s swift response and apology may help mitigate some of the damage, but the company will likely need to reassess its future marketing strategies to prevent similar issues from arising.