A leaked advertisement being circulated on social media in Pakistan has stirred up anger over its casual attitude toward domestic violence, forcing the electronics company behind the video to apologize.
While promoting a Kenwood brand washing machine, the ad shows a group of male friends having a laugh over the main character’s story about a fight with his wife. The man brags about not tolerating his wife’s “attitude” and resorting to “dhulayi,” which literally means “washing” but is used as a slang for “beating up.”
The ad wasn’t officially released, but a Facebook group called “Whatsapp Videos” posted the leaked video and it didn’t take long before the criticism started trickling in. Facebook user Wafa Zafar called it:
Disgusting ad….giving concept that a man should be proud among his friends on beating his wife
Another comment by Facebook user Kookie Malik detailed a complaint made to the parent company in the US:
I have made an effort to speak to Kenwood USA and Kenwood Japan and have asked a simple question: Why is it OK to use such crass and potentially violence inciting crap to make money and promote your company or your brand?? Our women and ALL women for that matter are scared and any of you that find this funny should consider a man beating your mother, sister or daughter …and you laughing and thinking it is OK. Shame on Kenwood and its Executives that allowed this to take place – Their Disclaimer is also another eyewash and stinks of the same corporate nonsense that Delta Airlines demonstrated recently. This is not over yet.
Hurmat Riaz from Mangobaaz, which describes itself as an entertainment website for Pakistani millennials, wrote that the ad is the latest in a series produced by the company showing the husband being intimidated by his wife: