MASES has been campaigning against the Sexist, Racist Notion in the Emami Advertisment (Emami Cream for Men). Kotravai, founder MASES created a Petition on Change.Org and gained support from People with similar thoughts. The petition has gained about 480 signatures. She also created an invitation on Facebook inviting People to sign the invitation. It has gained about 120 attestations. Apart from this Ms.Venkadesan Neelakrishnan, Volunteer in MASES did one to one campaign with People in Odisha and got 50 hand written signatures.
Kotravai launched MASES formally on 10th March, 2012 and took the campaign against EMAMI to next level. A huge banner was made and printed in the venue. Many activists and supporters signed on the banner registering their Protest against this advertisement which demeans ‘Femininity’ (the femininity by itself is defined by Men /male chauvinism) and the racist notion in it.
During May, 2011 Kotravai had filled a complaint just with about 21 signatures to ASCI. ASCI did not respond to any of the mails, followups. Hence she restarted the campaign following the frequent telecast of the advertisement in Tamil Channels. Popular Actor Surya has been casted in this advertisement. It is really sad that Actors endorse such products and contents.
Kotravai has re-filed the complaint to ASCI on 24.4.2012. The Complaint Copy & the courier Bill is attached here for reference.
If ASCI fails to respond, she plans to write to I&B Ministry also use RTI and demand answer from ASCI.
Respective Documents, Signature Copies have been couriered to ASCI.