Ford India apologizes over Berlusconi bondage ad | Mint
Active Stocks
Mon Feb 26 2024 15:59:59
  1. Tata Steel share price
  2. 142.60 -1.99%
  1. Power Grid Corporation Of India share price
  2. 287.75 1.97%
  1. HDFC Bank share price
  2. 1,422.25 0.10%
  1. ITC share price
  2. 409.20 -0.58%
  1. State Bank Of India share price
  2. 759.00 -0.05%
Business News/ Industry / Advertising/  Ford India apologizes over Berlusconi bondage ad
BackBack

Ford India apologizes over Berlusconi bondage ad

Automaker probing whether anyone at the firm ever approved the ads, which were never used commercially

Featuring Ford’s logo, one ad showed three women bound and gagged in the trunk of an Indian-made compact, the Ford Figo, with Berlusconi smiling from the driver’s seat alongside the slogan “Leave your worries behind with the Figo’s extra-large boot.” Photo: Priyanka Parashar/Mint (Priyanka Parashar/Mint)Premium
Featuring Ford’s logo, one ad showed three women bound and gagged in the trunk of an Indian-made compact, the Ford Figo, with Berlusconi smiling from the driver’s seat alongside the slogan “Leave your worries behind with the Figo’s extra-large boot.” Photo: Priyanka Parashar/Mint
(Priyanka Parashar/Mint)

Mumbai: The Indian unit of Ford Motor Co. has apologized for advertisements decried as demeaning to women, including one depicting Italy’s former prime minister Silvio Berlusconi with a trio of bound women in the trunk of a car.

A Ford India spokeswoman said Monday that the company is investigating whether anyone at the automaker ever saw the print ads, which were never used commercially but appeared over the weekend on a website showcasing creative advertising.

The ads caused an uproar online and came just after India passed a new law on violence against women following a fatal gang-rape of a student on a bus that prompted mass protests and spotlighted the status of women in India.

Featuring Ford’s logo, one ad showed three women bound and gagged in the trunk of an Indian-made compact, the Ford Figo, with Berlusconi smiling from the driver’s seat alongside the slogan “Leave your worries behind with the Figo’s extra-large boot."

Similar ads featured Paris Hilton apparently kidnapping reality television rivals the Kardashian sisters—all three sisters tied up and one in a bikini—and Formula One driver Michael Schumacher abducting his male racing competition.

Ford said Monday that it regrets the incident, calling the images “contrary to the standards of professionalism and decency within Ford." The ads were created at advertising agency JWT India and appeared on the website adsoftheworld.com late Friday.

“Ford India Needs to Fire Its Advertising Execs," read a headline on a slate.com blog while Indians on Twitter reacted with posts like “Disgusting!" and “SHAME." It was unclear Monday whether anyone at Ford India had approved or seen the ads.

“We take this very seriously and are reviewing approval and oversight processes, and taking necessary steps to ensure nothing like this ever happens again," Ford spokeswoman Sethi Deepti said by email.

JWT India’s CEO also condemned the ads. “These were made as posters by individuals. They have never been paid for and were not expected to be released," he told India’s Economic Times newspaper. AP

Unlock a world of Benefits! From insightful newsletters to real-time stock tracking, breaking news and a personalized newsfeed – it's all here, just a click away! Login Now!

Catch all the Industry News, Banking News and Updates on Live Mint. Check all the latest action on Budget 2024 here. Download The Mint News App to get Daily Market Updates.
More Less
Published: 25 Mar 2013, 05:10 PM IST
Next Story footLogo
Recommended For You
Switch to the Mint app for fast and personalized news - Get App