The Indian e-commerce marketplace is pretty competitive today, with Walmart-backed Flipkart, and Amazon at its helm. On the other hand, with advertising and promotions, it does get a bit technical since companies have to care about what messages go out to the public. Not very long ago, Flipkart was embroiled in a controversy over its ‘misandrist’ video a promotional video deemed offensive by some groups.
Flipkart’s ‘Misandrist’ Video Controversy
Here, yet another men’s rights organization, National Council for Men NCM, accused Flipkart of posting a video that this organisation considers offensive against men. The organization took it to X or Twitter formerly. Criticisms against Flipkart began to pour in since it labelled a husband lazy, useless, and stupid. The video was declared by NCM as misandrist and thus called for an apology from Flipkart.
So @Flipkart deleted this misandrist post. But what was the logic behind even posting such toxic video addressing a Husband as Aalsi, Kambakkht and Bewakoof Pati. They must apologise for this and hope they will not repeat it. Misandry will Not be Tolerated Anymore. https://t.co/GwiEzgdMEH pic.twitter.com/fLf8KywE0e
— NCMIndia Council For Men Affairs (@NCMIndiaa) September 23, 2024
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Even when Flipkart promptly pulled down the video, the NCM still demanded an apology by saying, “Misandry will not be tolerated anymore.” Flipkart issued an apology along with a statement claiming that this video had been posted by mistake and would be much more watchful in the future.
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Reactions to social media users, some accused Flipkart of favoritism in that they catered for women while “cornering men out”. Others commented and quizzed the process followed by Flipkart when they approved that video. Flipkart replied to a user reassuring that fake accounts were impersonating their brand and such mistakes are not going to be witnessed again.
This case study throws light onto the sensitivity when gender portrayals are concerned within media, where wrong steps may soon turn into public backlash, definitely in this age of social media.
