A post by a Sikh group on the AXE ad
I was saddened tonight to see some Sikh organizations promoting an AXE advertisement on social networks. The advertisement portrays a turbaned man kissing a woman in public on the Subway, contrary to Gurmat values of the Sikh Panth.
This advert comes in the backdrop of an advert by GAP featuring Waris Ahluwalia which went viral within days of it being displayed in subways, billboards as well as GAP outlets.
AXE obviously used such an advert to prompt a reaction from the public—after all that’s the point of marketing, to have to brand and product talked about.
What is saddening is that an organisation self professing to be Panthik have now wedged in on behalf of marketing firms to openly embrace such behavior which is against Gurmat norms.
Some posts on social networks have expressed following views:
If [an] underwear company creates an ad with a guy wearing a dastar running around in the rain will you guys call that progress and great recognition for the Sikh religion? What happened to becoming Guru’s Sikhs walking the path of Gurmat not kalyugs Sikhs walking the path of manmat?
Great let’s have these people as role models for the youth not the Chardikala Sikhs and Shaheeds who are and were walking and living Sikhi not just claiming to be Sikhs. I thought we were supposed to be Sardars not clowns? I thought Singh’s protected the honor of others not take it?
I guess since we failed to do parchar of Guru Granth Sahib Ji’s philosophy the history of our elders we’ve become so desperate for people to recognize us that we start turning to this to “represent the Sikh religion.” Btw the way the turban outfitters picture is amazing. Props to that Singh.A Pal Singh
axe doesn’t care a dam about Sikhism …publicity stunt…
A Garewal
Readers, weigh in
What do you think of the ad? What do you think of our guest columnist’s opinion?