Ola, the cab hailing service, is already facing fierce competition from its rival Uber. In a bid to capitalize on high demand during the odd-even, the company has aggressively cut down the per kilometer fares. As a part of its marketing campaign, Ola released an ad last week with a title “Too expensive to take GF out on a date?” However, due to ‘sexist’ remarks, the ad did not go down well with the viewers and following an outrage on Twitter, Ola pulled down the ad from its YouTube channel. Also Read - Ola Cabs to start services in London from February 10; details
The ad features a guy and his girlfriend walking through the market, where he is being forced to stop at every shop and pay for things she buys. It ends with the guy saying “Meri girlfriend chalti hai Rs. 525 per km, but Ola Micro chalti hai sirf Rs. 6 per km.” Also Read - Ola self-drive car service 'Ola Drive' kicks off in Bengaluru; 3 more cities to follow soon
With the ad, Ola tried to bolster the fact that it’s recently launched ‘Micro’ service doesn’t burn a hole into your pocket, compared to the shopping expenses of a girlfriend. However, users on Twitter went frenzy by slamming Old for the ad being “sexist portrayal of women.” Users also urged others to boycott the services of Ola. Also Read - Ola expands services in two new UK cities, taking total to nine cities
Following the outrage, Ola pulled down the ad and responded in a tweet by saying, ‘We understand one of our TVCs has ended up hurting some sentiments. We’ve pulled it down. However, #OlaMicro continues to run at Rs.6/km.’ Find below some of the Tweets to read what viewers had to say about the ad.
We understand one of our TVCs has ended up hurting some sentiments. We’ve pulled it down. However, #OlaMicro continues to run at Rs.6/km.
— Ola (@Olacabs) April 23, 2016
2016 and @Olacabs still makes ads where women depend on men to buy things. Not to miss subtle objectification by comparing them with cars 🙂
— Rach (@ZosoCFC) April 21, 2016
— Prachi Gupta (@prachigupta18) April 22, 2016
— shilpi tewari (@shilpitewari) April 23, 2016
If @olacabs doesn’t apologise for their ad by the end of the day, they’re likely to lose a truckload of business from women. Justifiably.
— Madhu Menon (@madmanweb) April 23, 2016
— Nawaz Kochra (@KochraNawaz) April 23, 2016
Not booking a cab under a service which projects such a discriminatory, vile, sexist, retrogressive outlook in an ad. @olacabs Shame!
— Samadrita (@AuraofDreams) April 22, 2016