Chandigarh: Punjab’s leading dairy brand Verka has come under intense criticism after a promotional reel for its mango lassi product featured the tagline “How to kidnap me?”, triggering widespread outrage among consumers, women’s rights advocates, and social media users.
The controversial reel, uploaded on Verka’s official Instagram and Facebook accounts on Monday, depicted a young woman standing in a parking area surrounded by residential high-rises while a Bollywood song played in the background. In the video, a hand holding a Verka mango lassi tetra pack appeared in the foreground alongside the caption “How to kidnap me?”. The woman was shown hiding behind a tree before eventually accepting the beverage.
The advertisement quickly drew criticism, with many viewers accusing the state-owned dairy brand of trivialising a serious crime and using a young woman in a manner they considered insensitive and degrading.
Several consumers demanded the immediate withdrawal of the campaign and questioned the approval process behind the advertisement.
“How can they use a young girl in such a derogatory promotional reel? There should be proper checks and balances before such content is published,” said Chandigarh resident Simran, expressing concern over the message conveyed by the advertisement.
Responding to the controversy, MILKFED Managing Director Rahul Gupta said he was initially unaware of the promotional content but acknowledged that it was inappropriate.
“We have outsourced our promotional campaigns to an external agency, but this is not an acceptable way to market the product. We will take corrective measures and ensure that such incidents do not happen again,” Gupta said.
Following the backlash, Verka removed the reel from its social media platforms. A senior MILKFED official confirmed that a warning letter had been issued to the agency responsible for creating and uploading the content.
“The agency has been directed that all promotional material must receive prior approval from the General Manager (Marketing) before publication,” the official said.
Women’s rights advocates also criticised the campaign and questioned the oversight mechanisms within the organisation.
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Former chairperson of the Punjab State Women’s Commission, Manisha Gulati, described the advertisement as shocking and irresponsible.
“Brands have a responsibility to market their products creatively without compromising the dignity and respect of women,” Gulati said. “It is surprising that a reputed brand such as Verka allowed such content to reach the public domain. Outsourcing promotional work cannot absolve officials of accountability. Someone within the organisation must have approved the content before publication.”
She further argued that the controversy had damaged the brand’s reputation and called for accountability against those responsible for approving the campaign.
Marketing and communication experts note that advertisements referencing crimes such as kidnapping, stalking, or violence can provoke strong public reactions, particularly when women are portrayed in vulnerable situations. They argue that brands must exercise greater sensitivity and conduct thorough content reviews to avoid reinforcing harmful stereotypes or trivialising serious social issues.
The incident has reignited discussions about ethical advertising practices, content approval mechanisms, and the responsibilities of public-sector brands in maintaining socially responsible communication. While Verka has withdrawn the advertisement and initiated corrective action, the controversy serves as a reminder of the reputational risks associated with poorly vetted marketing campaigns in the digital age.
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