Category Archives: Corporate Ads

A letter to Cyrus, Chairman, Tata Docomo

Kind Attn: Mr. Cyrus P. Mistry

Fax No: Fax: 022 – 66605335


M.A.S.E.S (Movement Against Sexual Exploitation & Sexism)

Vadapudhuppatti, Theni – 625531




Dear Mr. Cyrus P. Mistry

This letter is with reference to the #Tata #Docomo #POSER advertisement that is aired on Television and available on other social media.

We would like to bring to your notice that the content and concept of the advert is thoroughly male chauvinistic and derogatory. The ad propagates that a girl (rather a women) is so fanatical about getting likes for her profile picture (rather her beauty) and she gives poses after poses to earn those likes. In-fact she wouldn’t even move away until she earns those likes.

This is absolutely demeaning women.

The ad brands women (rather girls) as those who are always conscious in attracting people and those who long for admiration.

This is unwelcome and it is annoying.

While TATA boasts of being a socially committed Organization and runs as many as charities and trusts to ‘UP LIFT’ and ‘EMPOWER’ women, it comes to our surprise that TATA also produces such advertisement that brand women as mere beauty dolls, beauty conscious & admiration mongers.

We expect TATA to be more gender conscious and socially responsible. We demand that #TATA withdraws #Docomo POSER advertisement with immediate effect.

We look forward to a responsible reply from your end or we will be forced to take our #BOYCOTT #TATA PRODUCTS campaign further.

Thanking you,

Yours truly,


 CC: Mr. Srinath Narasimhan, Managing Director

CC: Mr. Srinath Narasimhan