ICHRA

UNITED SIKHS Advocacy Prevails in Removal of Racist Advertisement

Published by ICHRA on November 3, 2011

Highlights:

UNITED SIKHS along with the management committee of Gurdwara Singh Sabha of North Texas intervene to pull an offensive advertisement that inaccurately portrayed Sikhs as thieves and looters.
Perfect Tax removed advertisement from YouTube as well as radio and television outlets, and apologized for the mis-communication.
Engage with UNITED SIKHS and make an impact, make a difference, and make a change.
UNITED SIKHS would like to thank Swaran Singh for bringing this to our attention.

Dallas, TEXAS: UNITED SIKHS wrote to Perfect Tax regarding an offensive advertisement that has been broadcast via radio, youtube, and television as being offensive and maligning the entire Sikh community. Community member Swaran Singh raised the issue and stated that the content inaccurately portrayed Sikhs as thieves and looters. The management committee of Gurdwara Singh Sabha of North Texas, namely Rajinder Singh then contacted UNITED SIKHS to assist and ensure that correct mechanisms are applied and desired results garnered.

Upon receipt of the letter, Perfect Tax President Mahesh Thakkar instantly removed the advertisement from youtube and contacted his media relations firm to immediately pull it from all other media outlets. He also strictly stated “I am extremely sorry to find that despite our not having intention our ad hurt feelings of your friends. It is our mistake that we did not pass on specific instructions to Indian movie -company so as not to put any regions symbol in ad and they put a man with turban inside. Upon learning of this mistake today we have issued instructions to all agencies to stop relay of this ad. We have instructed Fun Asia and TV to stop this ad at their earliest and are also removing this on YouTube. I will also clarify this on Radio in my next talk.”

We thank Perfect Tax for promptly responding to the request and complying with the guidelines spelled out by UNITED SIKHS and the North Texas Sikh Community.

“The vast challenges we face in this country, whether they be related to racial/ religious profiling, hate crimes, or school bullying stem from misconceptions regarding the Sikh identity and faith,” said Gurvinder Singh, Director, UNITED SIKHS. “Misinformation sent via media outlets reaches a broad audience and in turn undermines our educational and training efforts. It is crucial that we remain vigilant to ensure advertisements such as these are removed and trainings are conducted to ensure that accurate information about Sikhs and Sikhism are available to the public.”

UNITED SIKHS would like to thank the Sikh American community of Dallas, and specifically Mr. Swaran Singh and Gurdwara Singh Sabha of North Texas, for their swift action in notifying UNITED SIKHS and remaining diligent. We encourage community members to remain vigilant and fight for the Sikh Identity to be portrayed with dignity and respect. UNITED SIKHS calls on all businesses and corporations to recognize that the sentiments of all communities be respected.

It is grassroots organizations like UNITED SIKHS that work locally with the community and requests your help to continue to raise awareness and provide education and training.

Engage with UNITED SIKHS and make an impact, make a difference, and make a change. Volunteer with UNITED SIKHS, and Donate to our civil rights advocacy projects.