Tata Modem ad mocks Mumbai maids
By Shalini Singh

It was the biggest scandal to hit the film world this year.  Bollywood actor Shiney Ahuja, winner of the Filmfare Best male debut award in 2006, was arrested in June, 2009 for allegedly raping his maid servant.  After initial denials, Shiney claimed it was consensual.  The police, NCW, Maharashtra Chief Minister and even the Judge deciding bail have a different view.

Shiney Ahuja, who had key appearances in Karam and Gangster, soon became the butt of internet jokes and all kinds of weird and wonderful theories. Last week, a Mumbai Judge allowed a crying Shiney Ahuja complaining of a slipped disc to be moved from jail to a local hospital. The next court case will be on Oct 7.

Rape is as much about power as it is about sex.

Business is about making money.  The advertising companies they hire are meant to ensure the business makes even more moolah. 

But sometimes the advertising company shoots itself in its foot.  In this case, probably it’s the groin.

Indian Telecom giant Tata Comm is part of the respected Tata Group.  The $29 billion Tata Group has 87 companies and 330 thousand employees.

The advertising company employed by Telecom Company Tata Comm has created an advertising campaign mocking Mumbai maids.  One of the maids is shown saying: “I carry Shiney’s number”.  Next to the caricature of the maid is an advertisement for the new Tata Photon USB Modem which is described as “the next generation technology that offers a great mobile internet connectivity solution. With Tata Photon Plus you now have access to the internet at never before speeds “

Shiney is in jail charged with raping a Mumbai maid. And this telecom company thinks it is okay to run an advertisement showing a maid keen to keep phone/internet contact with the accused.

Bizarre, distasteful, gross, cheap are some of the words that come to mind when looking at the advertisement.  The first public complaints started tricking in early September. Neo’s World expressed its distaste about the derogatory ad campaign. But the Indian telecom company seems to be oblivious to the public irritation and anger. It is still advertising. On September 27, the advertisement was being run in ‘Slashdot’ which is arguably one of the top 3 tech forums for geeks.