As per latest reports, All India Bank Officers' Association, an establishment claiming to possess membership of approximately 3,20,000 officials, threatened to take legal action against Kerala-based jewellery chain charging it of "casting defamation and hurting the emotions of hoards of employees" via their ad.
Mr Soumya Datta, AIBOC general secretary stated that the subject, nature and tone of the advertisement were "filthy, insulting, to say the least, and is aimed to create distrust in the banking system, for purely commercial gain."
But, Kalyan Jewellers said no to the said claim, stating it was "an invented story."
In a note to Mr Soumya Datta, Kalyan Jewellers said, "We understand that your esteemed association feels that the bankers have been portrayed in bad light. We state it on record that it is a pure fiction and at no point, we have intended to generalize the bank officers at large.”
"Please accept our unconditional disclaimer for the same. We shall within three working days from today add characters and situations depicted are fictional. The brand does not intend to disrespect or malign any person or community' before the advertisement," Kalyan Jewellers added up.
The ad boasts of Big B who was seen as an old man and Shweta Bachchan Nanda as his daughter.
In the advertisement, Amitabh Bachchan portrayed as an individual with truthfulness and sincerity is witnessed visiting a bank division together with his daughter to give back the added money credited in his pension account and his bitter encounter with bank staff in the process.
"The advertisement portrays banks in bad light, casting aspersion, hurting the sentiment of millions of personnel, stakeholders and is a direct attempt to ruin the trust and confidence of billions of citizenries in banks," Mr. Soumya said.
Big B made a tweet along with the video of the ad, "Emotional moment for me .. tears welling up every time I see it .. daughters are the best !!"
AIBOC stated in the advertisement, Bachchan tries to show his sincerity by drumming around that 'honesty doesn't mean when everyone is watching, rather it is about being honest when nobody is looking at you. But, Mr Bachchan perhaps was unaware that in the process of doing so on screen, he has made a mockery of the entire bankers' community in the ad which is deplorable and culpable," it said in a statement.
Asking for an unconditional admission of guilt from the well known jewellery group, the AIBOC stated if the ad was not withdrawn, apposite "organisational action, comprising dharnas and litigation" would get started.