Soon after the advertisement was out, several bank employees were offended with the way they were portrayed. The ad featured bank employees as apathetic people who didn’t care too much for an elderly man, while also showing them as corrupt individuals, right from the clerk to the bank manager.
According to a report in The News Minute, a notice was issued to the jewellery company by the All India Bank Officers Confederation, opposing the theme, tone and tenor of the jingle, calling it derogatory and creating a false system of distrust in the banking world. Most felt their sentiments were hurt and promoted mistrust.
Releasing a statement, the Executive Director of Kalyan Jewellers Ramesh Kalyanaraman, apologised and released the following statement: “We understand that the advertisement has hurt sentiments of some people, including members of our esteemed banking community. Any such hurtful interpretation being drawn is unintended. We state that the creative advertisement was a work of fiction and not a reflection of banking employees at large. Along with crores of Indians, we acknowledge the valuable contribution of the banking community to our country.” They have since taken it down from YouTube channels too.
The tweet is still featured on Amitabh Bachchan’s Twitter profile. The actor claims that his eyes well up each time he watches it. He featured in the Malayalam version of the ad, too, starring alongside Manju Warrier.
T 2870 – Emotional moment for me .. tears welling up every time I see it .. daughters are the BEST !! pic.twitter.com/7Jes2GDPBo
— Amitabh Bachchan (@SrBachchan) July 17, 2018