IKEA Australia Apologises To Hindus For CHE Proximity Yoga Ad
IKEA Australia, via its Swedish headquarters, has apologised for a recent ad that upset the religious group, Universal Society of Hinduism.
As reported on B&T last week, the ad – via creative agency CHE Proximity – featured a seven
CHE Proximity has declined B&T’s offer to comment on the story.
Check out the offending spot below:
The group’s spokesperson, Rajan Zed, said in a statement that the IKEA video unnecessarily and unreasonably trivialised the ancient and serious discipline of yoga, which was highly inappropriate.
Over the weekend, a spokesperson for IKEA’s holding company, Ingka Group Press Office, said: “We are truly sorry and apologize if this commercial from IKEA Retail Australia has been perceived as offensive in any way. We assure you that it was not intentional…the video is unpromoted on social media and IKEA Retail Australia will not re-activate.”
Zed thanked IKEA for understanding the concerns of Hindu community, which thought this video unnecessarily and unreasonably trivialized the ancient and serious discipline of yoga, which was highly inappropriate.
He had said that inappropriate usage of Hindu concepts or practices or traditions for commercial or other agenda was not okay as it hurt the devotees. Home furnishing companies should not be in the business of religious appropriation and mocking serious spiritual practices.
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