Verka Faces Backlash Over Insensitive Mango Lassi Advertisement

Verka, the flagship brand of Punjab State Cooperative Milk Producers’ Federation Limited (MILKFED), has been embroiled in controversy following a promotional video posted on its Instagram and Facebook pages. The ad, featuring a young girl and promoting mango lassi with the tagline 'How to kidnap me?', has sparked significant public backlash.

The reel, uploaded earlier this week, depicted a girl in a parking lot, with a Hindi movie song playing in the background. A hand offering a Verka mango lassi tetrapack was shown, accompanied by the controversial tagline. The ad quickly drew criticism from consumers, who expressed their discomfort and demanded its withdrawal.

In response to the backlash, MILKFED Managing Director Rahul Gupta acknowledged the inappropriateness of the advertisement, stating that the promotional campaigns are outsourced to an agency. Gupta emphasized that such content is unacceptable and promised remedial measures to prevent future occurrences.

A senior MILKFED official confirmed that the contentious reel has been removed from social media platforms. Furthermore, a warning letter was issued to the agency responsible, with instructions that all promotional materials must receive prior approval from the General Manager (Marketing).

Manisha Gulati, former chairperson of the Punjab State Women’s Commission, criticized the lack of oversight by Verka. She highlighted the responsibility of brands to market their products without compromising respect and dignity, particularly concerning women. Gulati called for legal action against those responsible for the oversight.

The incident has damaged the brand's reputation, raising questions about the internal checks and balances within Verka and its associated agencies.