What Is the Controversy Over Amitabh Bachchan's Ad for Flipkart?

CAIT and AIMRA have jointly taken a firm stance against actor Amitabh Bachchan claiming his alleged involvement in a misleading advertisement sponsored by Flipkart stirring controversy.

Sonu Vivek
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The Confederation of All India Traders (CAIT) and the All India Mobile Retailers Association (AIMRA) have jointly taken a firm stance against the iconic actor, Amitabh Bachchan. Their grievance stems from his involvement in a misleading advertisement sponsored by Flipkart. The advertisement in question has drawn immense criticism for casting unwarranted aspersions on the capabilities of Indian traders, an act deemed highly reprehensible by CAIT and AIMRA. 


Outcry Against Amitabh Bachchan

"We are highly disheartened to witness your recent advertisement for Fipkart, where you claimed that deals and offers are not available at shopkeepers, thereby misguiding and influencing consumers which we strongly condemn and sick an explanation as to on what grounds you said such words in the advertisement in question. We humbly request you refrain from being based on diverting customers toward online platforms with misleading statements or advertisements for monetary gains," CAIT wrote to Amitabh Bachchan.

The communication addressed to Amitabh Bachchan represents harsh criticism of his involvement in Flipkart's advertisement campaign. CAIT and AIMRA have vehemently demanded the withdrawal of the said advertisement, urging the actor to refrain from making any derogatory remarks about traders in India.


"Our beloved Prime Minister has been actively seeking the support of citizens to buy from local vendors, emphasising the importance of supporting local businesses.Your endorsement of foreign e-commerce platforms merely because they pay you, disregard & disrespects this critical initiative. We sincerely urge you to withdraw the advertisement, as it is unethically and unfairly impacting the livelihood of shopkeepers one hand and misleading consumers on the other, across the country. If this concern is not addressed, we will be left with no choice but to seek intervention from the Ministry of Information & Broadcasting through, the Confederation of All India Traders (CAIT New Delhi. This advertisement is unjust, unethical, and misguiding customers solely for your benefits, thereby causing significant harm to the business of local shopkeepers. We hope you understand our concerns, there negative impact on the consumer & mainline retailers of the country and reconsider your association with such advertisements that work against the interests of Indian shopkeepers," CAIT said in the notice. 

The Key Figures Behind the Outcry

  1. Praveen Khandelwal - CAIT Secretary General: Mr. Khandelwal has been at the forefront of the protest against the misleading advertisement. He is a prominent voice representing traders in India.

  2. Kailash Lakhyani - AIMRA President: As the President of AIMRA, Mr. Lakhyani is equally committed to defending the honor and reputation of mobile retailers in the country.


What is the controversy surrounding Flipkart & Amitabh Bachchan? 

The heart of the matter lies in the recent advertisement for Flipkart's 'The Big Billion Days.' In this ad, Amitabh Bachchan asserts that deals offered by Flipkart during this event will not be available at retail shops. This statement, made in Hindi, has created a storm of controversy.

Flipkart's Response


In response to the controversy, Flipkart appears to have taken a defensive approach by making the ad private on YouTube. 

Threat to Move to CCPA

CAIT and AIMRA have openly threatened to move to the CCPA (Consumer Complaints and Protection Authority), a body under the Ministry of Consumer Affairs if the misleading advertisement is not promptly withdrawn. This legal recourse demonstrates their unwavering commitment to protecting the interests of Indian traders.

The controversy surrounding Amitabh Bachchan's involvement in the Flipkart advertisement has stirred a hornet's nest in the business world. As this controversy unfolds, it remains to be seen whether the advertisement will be withdrawn or if legal action will indeed be pursued through the CCPA. One thing is certain; this incident has sparked a spirited debate on the responsibilities of celebrities in endorsing products and the need for responsible advertising practices.