Deepavali advert from beer company riles Hindu Sangam

Malaysia Hindu Sangam president RS Mohan Shan has voiced his displeasure against a Deepavali greeting advertisement from a beer company, saying that it indirectly encourages people to drink during the festive season.

Although the advertisement did not contain depictions of liquor, Tiger Beer’s branding can still be seen and could encourage people to "go for it", he said.

“We are trying to educate our community. Our religious leaders and NGOs are trying to educate our community, so we hope this type of company would come together with us and do something, not encouraging (us to drink).

“Even though their business is very good and we can’t stop it immediately overnight - this will take a long process - but at this point of time, advertising this sort of advertisement is not good.

“We request them not to advertise at all,” Mohan (photo) told reporters today.

Deepavali, an ancient Hindu festival which signifies the victory of good over evil, falls on Tuesday next week.

Mohan was speaking to reporters at the sidelines of the launch of the Alcohol-Free Deepavali campaign in Kuala Lumpur, which is organised by the United National Indian Teams of Youths (Gabungan Unity).

Gabungan Unity member and Alcohol Substance Abuse Prevention, Control and Rehab Council of Malaysia (Asapcom) president Arun Dorasamy said the campaign has received an enthusiastic response on social media.

He said the group’s one minute and 45 seconds video for the campaign has received some 30,000 viewers each day and it is also being aired at Lotus Cinemas.

“Support has been excellent and fantastic, more than we expected. We did expect some resistance, but we do not see much of it yet,” he said.

RM750m a year on alcohol, entertainment

However, a TV version of the same advertisement is still being vetted by the Censorship Board and the Malaysian Communications and Multimedia Commission (MCMC).

Arun (photo) said RTM and Astro have already agreed in principle to air Gabungan Unity’s video, and he hopes this can be done before the Deepavali festivities begin.

Nevertheless, he stressed that the authorities and broadcasters are very supportive of the campaign and are doing their best to fast-track the process.

The delay in airing the TV version of the video is the group’s own doing, he said, having started work only last month and the final video was only completed on Oct 20.

“We were told, ‘Next year, please give us three-month notice. Please send the ad three months in advance for us to do the due process according to their own timing’,” he said.

The aim of the campaign is to reinstate Deepavali as a religious festival that should be celebrated according to Hindu rites and conduct, and to create awareness on the high expenditure of Indian Malaysians on alcoholic drinks.

Arun claims that studies conducted by Alcohol Law in Malaysia had found that Indians spend RM750 million a year on alcohol and entertainment, of which about RM150 million during the Deepavali festive season.

That money, he said, can be put to better use.

However, he stressed that the group is not out to campaign against alcohol consumption, but alcohol abuse such as alcoholism and underage drinking. -Mkini