Aarong removes 'some' water-themed ads

The storm of criticism over Aarong’s latest advertisements has led the top lifestyle retailer to withdraw some of its water-themed pictorials from the campaign.

Aarong issued an apology on its official Facebook page on Sunday saying the campaign did not mean to appear “insensitive to the suffering of the flood-affected people.”

Models adorned in Aarong designs were photographed on stools or boats in a room filled with water.

It enraged many of its fans who took it out on the Facebook.

The BRAC social enterprise was accused of ‘high-headedness’ and being ‘insensible to flood victims’.

But Aarong in its statement said it “developed the theme around monsoon and Durga ‘Bishorjon’ before the onset of the recent floods”.

“We can understand why it may be perceived as being insensitive to the suffering of the flood-affected people. This was not our intention and we apologise. We will remove some of the pictures from our current campaign.”

It also reiterated its commitment to provide opportunities for more than 65,000 artisans and craftspeople.