Campaign India Team
Oct 05, 2020

Ikea Australia apologises and 'unpromotes' social media campaign after Hindu group protest

While the video is still available on YouTube, the video has been 'unpromoted on social media'

Ikea Australia apologises and 'unpromotes' social media campaign after Hindu group protest
Home furnishing retailer Ikea has apologised to the Universal Society of Hinduism for a video which 'trivialised' yoga.
 
Ikea had released a video for the Australian market titled 'Ikea product pose Yoga' which drew protests from the Hindu group.
 
 
Cecilia Stenberg, a spokeswoman for the Ingka Group press office, in emails to Rajan Zed, founder, Universal Society of Hinduism, apologised for the video and stated: "We are truly sorry and apologise if this commercial from Ikea Retail Australia has been perceived as offensive in any way. We assure you that it was not intentional…the video is unpromoted on social media and Ikea Retail Australia will not re-activate."  
 
Zed thanked Ikea for understanding the concerns but urged Ingka group CEO Jesper Brodin and Inter IKEA group CEO Torbjörn Lööf to completely withdraw the video.
 
He said, "The inappropriate usage of Hindu concepts or practices or traditions for commercial or other agenda was not okay as it hurt the devotees. Home furnishing companies should not be in the business of religious appropriation and mocking serious spiritual practices.  Yoga is considered union with God, one of the six systems of Hindu philosophy, and mean for transforming consciousness and purification of the Self and attaining liberation." 
 
Source:
Campaign India

Related Articles

Just Published

1 day ago

Republic Media Network elevates Mohit Dhamne and S ...

Mohit Dhamne has been named as the chief financial officer and S Sundaram has been elevated to director of strategy for the network

1 day ago

Want to demonstrate the value of our audience to ...

As Spotify Audience Network launches in India, Kristiana Carlet, Brad Grealy and Arjun Kolady, shed light on how the audio-first marketplace intends to bridge the gap between audiences, creators, and advertisers

1 day ago

Havas acquires majority stake in Singapore-based ...

The agency will become H/Advisors Klareco upon closing, and will be the launchpad for the long-term APAC expansion of Havas' strategic communications advisory arm, H/Advisors

1 day ago

X-rated Musk burns bridges with concerned advertiser...

Ad chief Linda Yaccarino attempts to clean up after public tirade