Jisan Al Jubair:

Bangladeshi electronics giant Walton is facing criticism and calls for a boycott after an advertisement for their Smart Fridge aired during a transgender-themed drama titled “Rupantar.”

The controversy has sparked outrage on social media, with many viewers expressing offense. “We sincerely apologize for this inadvertent mistake,” stated Arju Hossain, from Walton’s Media wing.

In a statement released on Tuesday, Walton expressed regret over the situation. The company claims the advertisement was placed by a third-party agency and they were unaware of the drama’s content.

The apology has elicited mixed reactions from customers. “Thanks Walton. They have made their position clear,” commended Al-Amin Hossain, a tech product user.

However, others expressed concerns. “Walton apologized privately. It also said that it will make a public statement, Mokhter Ahmad revealed, raising concerns about the portrayal of transgender individuals in the drama.

Some accused Walton of more than just an oversight. “Walton not only sponsored the plays, they also gave their jobs. Look at their HR guy who openly identifies as an activist on LinkedIn. This girl is a man!” criticized Tanveer Haider.

However, others defended Walton. “I have very close experience with Walton management or ownership. Walton’s owners have always been religious, they are very aware of this. I can tell you blindly that Walton management would never take such a decision knowingly,” asserted Saiful Saif.

Analysts predict the incident will have an impact on Walton. “And no matter what you can do in the current context of this country, you cannot boycott Walton in any way,” highlighted Ashiq Ul Barat, pointing out Walton’s dominance in the market.

“While some defended Walton, citing its significant presence and affordability in the market, others urged the company to be more cautious in its affiliations and marketing decisions,” observed a market analyst.

Walton’s future marketing strategy remains uncertain. “As discussions surrounding the incident persist, Walton faces the challenge of regaining trust and navigating its future marketing endeavors with heightened scrutiny from both customers and stakeholders,” concluded industry experts.

Walton takes action against ad agency:

Walton has issued a legal notice and terminated its advertising contract with Local Bus Entertainment, an advertising agency. This action follows the broadcast of the drama titled “Rupantor” which Walton claims violated its brand values.

The legal notice, sent to Local Bus Entertainment owner Mohan Ahmed, accuses the agency of failing to disclose the content of the drama before securing Walton’s sponsorship for six plays. Walton claims that “Rupantor” contained content that “created controversy and hurt people’s sentiments.”

The notice states that Walton has canceled its advertising contract with Local Bus Entertainment due to the undisclosed content of “Rupantor.” It further demands a response from Mr. Ahmed within seven days, explaining why legal action shouldn’t be taken against him for breaching Walton’s brand principles.

Walton previously instructed Local Bus Entertainment to withdraw “Rupantor” from social media platforms like Facebook and YouTube, which was promptly done.

Walton released the official statement emphasizing its commitment to respecting religious and social values. The company expressed deep regret for the incident and offered a sincere apology to its customers and well-wishers.

Walton declared its intention to conduct a thorough investigation to prevent similar situations in the future.

This incident highlights the importance of clear communication in brand partnerships. The legal outcome of this case remains to be seen, but it underscores Walton’s commitment to protecting its brand image.