The HDFC Bank is facing flak due to its recent print advertisement aimed at promoting vigilance against financial fraud. The ad features a woman referred to as "vigil aunty," who is depicted wearing a bindi symbolising a stop sign. Some individuals on the internet have labelled this advertisement as "anti-Hindu."
In 2022, the Vigil Aunty campaign was introduced with the aim of encouraging people across the country to embrace safe banking habits. The bank roped in actor Anuradha Menon, who assumed the persona of Vigil Aunty, to spearhead the initiative to raise awareness about cyber fraud.
The bank has been criticised by people on social media for mocking Hindu culture and has been trending on X (formerly Twitter) under the hashtag #AntiHinduHDFC.
Netizens were quick to react to the advertisement campaign floated by the bank. Shiva Kumar wrote on X, "I recently saw an ad in a leading daily about the anti-scam campaign 'Vigil Aunty'. I appreciate your initiative but the way an Indian woman is wearing a bindi designed as 'No' symbol is hurting the sentiments of Hindus. Retract this ad asap."
Another X user, Kreately.in, wrote, "Is this how you represent Hindu culture with a stop mark on a woman's forehead? How culturally blind are you? You are the 4th largest bank in the world & you carry a large responsibility of representing India correctly. Please withdraw this infomercial."
Another user, Advocate Ashutosh J. Dubey, wrote, "The bindi holds a sacred significance for Hindus. The portrayal of a woman wearing a bindi designed as the universal prohibition sign, commonly known as the 'no' symbol, is highly offensive and completely inappropriate. All HDFC Bank customers, please contact your relationship managers right away to strongly protest against the disrespect shown towards a sacred Hindu symbol. Demand that HDFC withdraw this advertisement and issue a public apology. Dear RBI, please take a strict note."
Another user, Samira, wrote, "HDFC making fun of bindi. Thank god I don't have an account in HDFC Bank. #AntiHinduHDFC."
Aviral Dwivedi wrote, "HDFC Bank, we need three things to happen: Sack the advertising agency, withdraw all anti-Hindu campaigns immediately and sack the marketing head who approved this campaign. #AntiHinduHDFC."
Mrittunjoy Guha Majumdar wrote, "HDFC Bank launched the 'Vigil Aunty' campaign to promote freedom from fraud, in August 2022. Within Dharmic thought, the Bindi signifies piety (especially with the positioning of the Ajna Chakra) as well as serving as a constant reminder to keep spirituality at the centre of one’s thoughts. Given this context, having Anuradha Menon of Lola Kutty fame sport a prohibition sign as a Bindi is quite offensive. #Hinduphobia."
Last week, MakeMyTrip also faced criticism for its print ad mocking the Pakistan cricket team.
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