A Raksha Bandhan campaign by Zepto, in collaboration with Cadbury Celebrations and GIVA, is drawing criticism for a card that reads: “In case your USELESS BROTHER doesn’t get you anything!”

Humour is subjective, but the question remains: Why is casually insulting men and brothers considered acceptable marketing? Would brands have used similar language for sisters and expected everyone to simply laugh it off?

Gender-based stereotyping should not become normal just because it is presented as a joke.




Support sisters. Celebrate women. Absolutely. But what about the brothers? Do they not deserve the same respect?

The campaign may have been designed to make sisters feel special, but does empowering one gender require mocking the other?

Equality means supporting women without belittling men. Respect should never be selective. @zeptonow
@cadbury_dark_milk_india @giva.co

What do you think: harmless humour or another example of the gendered double standards in advertising?