Internet fumes as new ad depicts reservation as ladder' that goes against merit

New Delhi: It might look seemingly harmless, but a closer look at this advertisement will give you a sense of what the hullabaloo is all about.

The latest advertisement of a leading Indian fan company is under fire from internet users and intellectuals in the country for attempting to paint reservation as a ‘ladder’ that goes against merit.

The advertisement shows a young girl waiting in line to furnish her college applications. But while choosing the form, she opts for general category instead of the reserved category.

Under a backdrop music that roughly translates to ‘I will rise on my own effort, I do not want a ladder, I am the new generation,’ many have found the advertisement as one that ignores the oppressed history of the lower castes in the country. They want the ad recalled.

Detractors allege the advertisement tends to show the deprived sections as receiving undue benefit through reservation.

“Havells Fan ad suggests reservation goes against 'merit', because the truly meritorious and moral give up the step ladder of reservations. Dilip C Mandal asks where's the merit in son of Havells owner inheriting company from dad? Isn't inheritance of capital a ladder? Speaking from that ladder, the Havells owner looks rather silly preaching against reservation ladders,” said Kavita Krishan, Secretary of the All India Progressive Women's Association.

“The Havells fans have come out with a new advertisement against SC, ST, OBC, reservation. It is being said in the advertisement that new generation does not need any ladder. This advertisement will spread hatred in the society. The company should take back the advertisement that calls efforts of nation-building as 'ladder',” said journalist Dilip C Mandal.

“This sick anti-reservation advertisement by Havells Fans betrays deep-seated hatred for Dalits,” wrote in an Vaibhav Wasnik article, and added, “Now what is this ad suggesting? A father will tell his daughter to not apply in a reserved category. And that is supposed to be some kind of social change according to the higher castes.”

The advertisement comes in the wake of Jat stir, where the community in North India agitated for 9 days seeking 10% reservation in government jobs and educational institutions. Scores of people were killed during the violent protests, which also saw losses amounting to crores of rupees.