Fem’s new ad features a lesbian couple celebrating Karva Chauth and it is going viral on Twitter. This is probably the first time a lesbian couple has been part of a mainstream ad campaign in India.
Well done, Fem/Dabur!
— Abhishek Baxi (@baxiabhishek) October 22, 2021
A nice film for a traditional, often-criticized festival by an otherwise conservative brand. pic.twitter.com/gHBTca6jP8
But the ad met with the mixed reviews for promoting progressiveness and regressiveness at the same time!
Wow! Shocked and very pleasantly surprised to see this progressive ad in Indian mainstream advertising!
— Dimaagiडाकटर (@chdkidaizy) October 23, 2021
Wow! Shocked and very pleasantly surprised to see this progressive ad in Indian mainstream advertising!
— Dimaagiडाकटर (@chdkidaizy) October 23, 2021
Unbelievable 😳
— The RaGa Times (@RagaTimes) October 22, 2021
Big Kudos to the team…
Won’t lie but I actually expected an ending like this……..amazing film indeed 👌🏼💯👍🏼
— Sanskar Gemawat (@_SanskarG) October 22, 2021
Wow amazing… didn’t see that coming 👏👏👏
— Smita0912 (@Smita09122) October 23, 2021
We need more like this 👏👏
— Adnan sami (@Adnansa92791323) October 22, 2021
Some people came forward to question how skin whitening could be progressive.
Skin whitening is progressive? https://t.co/wFm8FacfpF
— Kungfu Pasmanda (@KungfuPasmanda) October 23, 2021
these degenerates have no fucking shame pushing misogynistic colorist beauty standards on women and using lesbians for their propaganda I’m gonna throw up https://t.co/MXpUJy3ogl
— bulbul (@dykeyreyna) October 23, 2021
Still selling a bleach cream which I suppose is for fairer skin.
— Shutter Down (@Sydusm) October 23, 2021
Slow claps 👏 👏 👏 https://t.co/G60hFJKlr4
I dont know man, this ad feels forced to me. As if inclusivity was an assignment, a checklist was followed just for the sake of it. And they still celebrating the idea of fairness (terming it glow doesn’t fool anyone). https://t.co/A9V3GctjtB
— PratsD (@pratsd) October 23, 2021
Fairness products are inherently casteist and racist. Adding an LGBTQI angle doesn’t change that 🤷🏾♂️ #Fem #Dabur #FairnessCreams https://t.co/iOlHFaMHlN
— There_is_no_try (@akanna_42) October 23, 2021
Yes. I had that sense of misgiving too. Then told myself that given the fact that the product does push regressive values, they have managed to take on a taboo topic too. Ideally, there wouldn’t be any fairness creams being made and sold at all.
— Makarand (मकरंद) (مکرند) (@Makarand_S) October 23, 2021
Do let us know what you think!