Pop Chips, snack manufacturers based in San Francisco CA, launched a new dating campaign titled “World Wide Lovers” featuring Ashton Kutcher. The campaign features four different characters played by the actor, one of them being an Indian man named Raj. In this portrayal, Kutcher is found dressed up in traditional Indian attire, a bushy moustache, and browned skin. When the video (below) was published, it didn’t go down too well with Pop Chips and Kutcher’s Twitter followers.
The entire portrayal of the character is not only unfunny, but it’s offensive as well, with Raj introducing himself as a “Bollywood producer looking for the most delicious thing on the planet.” As if that wasn’t racist enough, a very unconvincing accent and some head movements are thrown in.
The release of the ad was followed by complaints of racism from users on Twitter, which has resulted in the campaign being pulled (unsurprisingly). A statement from Pop Chips CEO Keith Belling was issued apologising for the campaign.
If you’re going to post a campaign or even a comment online, you are bound to come under heavy fire if it’s offensive in anyway. Social media has become so important for collecting responses, and you can see this just by watching the news or visiting your favourite website. At our digital agency in London, social media plays an important role in our strategies, so we understand that it is important to portray your business in a positive light.
