In a rather bizarre ad goof-up, e-commerce giant Amazon has managed to upset Sindhis in its latest print ad. The company decided to thank all Indians, where it wrote ‘Thank you’ in various Indian languages except for one – Sindhi. While many lauded the ad on social media, someone noticed the lack of Sindhi language and published an advertorial in print showing his angst. He wrote a letter to all Sindhis to unite against this discrimination, and asked Amazon India to be sensitive and rectify the ad.
Ever since this ad came out, it has been doing the rounds on social media with the hashtag #SindhisIgnored. The company is receiving flak, especially from Sindhis for not recognizing the language.
— Achint Parekh (@Achint) July 13, 2015
In the ad, the citizen boasted about Sindhis purchasing power globally, and therefore stressing the community’s significant contribution towards Amazon’s overall revenue.
“We Sindhis are asking you to include Thank You in SIndhi in your ad that was featured on July 2nd. Please be fully aware that Sindhi is an official Indian language as per the Indian constitution and that Sind is noted even in the National Anthem. I’m very sure that Sindhis are probably your largest customers yielding to your bottom line. We are looking forward for you to rectify this mistake in print and/or social media. We may be a small community but our buying power is enormous that extends globally. Thank you very much. Vadi Meherbaani,” he wrote in the ad.
Here are some of the tweets coming out of this ad that Amazon India printed out in newspapers as a goodwill gesture, but backfired badly.
— Himalaya (@Himalaya888) July 14, 2015
— Dhanraj Madnani (@dhanraj_madnani) July 14, 2015
— Bharat Motwani (@bharatm) July 13, 2015
— Rahul Bhatia (@rdbhere) July 13, 2015
Checked out #sindhisignored hashtag, found someone asking discount from Amazon for their blunder. Way to enforce a stereotype, guys 😂😂😂
— Nish (@RootKanal) July 13, 2015
— Rahul Raghani (@luckygr8) July 13, 2015
— rajesh tahil (@rajeshtahil) July 13, 2015
Update: Amazon India has rectified the error, and as per the community’s demands, they have posed a corrected ad on their social media pages.
Because we can never thank our customers enough… thank you once again for shopping with us. pic.twitter.com/Kkk0eCcwFf
— Amazon.in (@amazonIN) July 13, 2015