HYGR apologises over personal care ad on LRT coaches

 

HYGR said the intention behind the advertisement was simply to emphasise the importance of deodorant in hot, crowded places, without referring to any specific community. (Facebook pic)

PETALING JAYA: 

Deodorant brand HYGR has apologised over the company’s advertisement on the Ampang-Sri Petaling LRT line following complaints that it triggered racial sensitivities.

In an Instagram post, the company said the advertisement was designed to showcase how its products could be useful in everyday Malaysian life.

It said that the visual in its entirety featured characters of various ages, genders, and races to reflect the country’s diversity.

“We recently realised that the designs we created might not have reflected as such to our audience and we are very appreciative of the people who have raised their concerns.

“First and foremost, we are truly sorry. It was never our intention to offend or hurt anyone through this campaign,” it said, adding that it took full responsibility for the matter.

Prasarana Malaysia Bhd earlier today said the visual depicted an everyday situation involving Malaysians in general using public transport, but it had removed the advertisement following feedback from commuters.

It also said that the advertisement had undergone the appropriate process, including internal and external checks covering aspects such as racial, religious, and social sensitivities, before being printed and displayed.

HYGR explained that in the particular scene that drew complaints, the intention was simply to emphasise the importance of deodorant in hot, crowded places, without referring to any specific community.

“The placement of characters around him was purely coincidental, and we now realise how it could have been interpreted.

“We acknowledge that we could have been more thoughtful in our execution,” it added. - FMT