Veet – the hair removal brand is in news since last few days, as their new TVC is getting negative reviews from the viewers. The debate was started by Pakistan Women cricket team’s ex-captain Sana Mir through her social media page. The punch line of her long comment was “You need strong arms, not smooth arms”.
That ad is downright illogical. A woman is able to play basketball with pencil heels and formal dressing but the only thing that can possibly stop a girl from playing is having natural hair growth? WHAT EVEN!
How is that even a campaign? Who approves this sort of shameful objectification.
Sports women are strong because of their spirits and strength not because how silky their arms look. It was such a fail attempt to forcibly show the opposite and open a whole new chapter of body shaming among the sports women now! This should be a marketing sin!
Here is the Veet TVC:
Following is Sana Mir’s detail status on Facebook:
“Make no mistake: you need strong arms, not smooth arms, on a sports field. “
We – corporate sponsors and celebrities – always talk about our concern regarding the objectification of women in different professional settings. It infuriates us most of the time.
We see endless posts and statuses on social media expressing our anger. But when it’s time to walk the talk, I have seen very few sponsors or celebrities actually take a stand to support women being comfortable in their own skin.
One of the ad campaigns that has finally pushed me to come forward with my concern is the latest campaign by a company promoting a hair removal cream.
I have come to know that it’s a campaign for both Pakistan and India. It’s magnifying a girl’s concern about how she looks on a basketball court. The worst thing is that instead of sending a message to young girls that the colour or texture of their skin does not matter, we are promoting body shaming and objectification.
Are the talent, passion and skill of a girl not enough for her to play sports?
There are female sports icons around the world who have made their way to the top because of their skill, talent and hard work, not because of the colour or texture of their skin.
Make no mistake: you need strong arms, not smooth arms, on a sports field.
During my 12 years as a sportswoman in Pakistan, I have rejected several offers to endorse beauty products just for this reason: I want young girls with a passion for sports to know that all they need for a practice session are the will to succeed, comfortable shoes and clothes, a water bottle and a cap if it’s hot.
I request all sponsors and celebrities to ensure that when we engage young girls to fulfill their dreams, we show them a path that gives them actual confidence rather than disabling them by making them self-conscious.”