Nestle was forced to withdraw a range of KitKat bars adorned with a Hindu god from shops in India after a backlash triggered by fears that images of deities would end up in bins and gutters.
Protesters argued that images of Lord Jagannath, Balabhadra and Mata Subhadra on KitKat wrappers would eventually be thrown away and end up on roads, drains, and dustbins – unconscionable amid growing Hindu nationalism in India.
“This pic of Bhagwan (lord) Jagannath will end up on the road or trash cans. People will walk on it. Why are pics of Hindu Gods/Goddesses used for marketing?” Ayudhika, an Indian student said, demanding Nestle withdraw the bars.
Nestle said the bars were introduced to “celebrate the culture” as they issued a rare apology and withdrew the bars.
The Kitkat travel packs were circulated in the eastern state of Odisha, with designs representing Pattachitra, an art form identifiable by its vivid imagery.
Nestle said: “We wanted to encourage people to know about the art & its artisans. We do understand the sensitivity of the matter and regret if we have inadvertently hurt people’s sentiments.”
Several international brands have had to apologise and withdraw advertisements in past few years because they were seen to be insulting to Hindus.
‘The latest sign of growing nationalism’
Under the Right-wing Hindu BJP ruling party, India is becoming increasingly intolerant to freedom of expression as it also emerges as one of the fastest-growing markets in the world.
In March last year, Amazon Prime issued an apology after a new mini-series came under investigation for insulting Hinduism in a landmark case for India, one of the world’s fastest-growing streaming markets. It ended up editing out scenes that were accused of being an “insult to Hindu gods”.
In October 2020, Tanishq, a jewelry brand, had to apologise and withdraw its ad featuring an apparent Hindu daughter-in-law of a Muslim family. Tanishq saw its share price fall the day after #BoycottTanishq had trended on social media in India.
In October, Fabindia withdrew an advertisement after facing backlash over “Jashn-e-Riwaaz”, a collection of clothes for the Hindu festive season.
BJP leader Tejasvi Surya argued the collection was an “attempt of abrahamisation of Hindu festivals” and that the models in the advertisement were “depicted without traditional Hindu clothes”.
In the last few years, several other brands including Zomato, Unilever, Manyavar and Tanishq have faced similar backlash.
