Kerala's leading art and cultural institute Kalamandalam Deemed University has strongly objected to a soft drink major depicting the state's classical theatre Kathakali in poor taste in a recent advertisement to promote one of its popular brands.
Kalamandalam has written to the company asking it to withdraw the commercial and apologise for showing the art in poor taste and if they are unrelenting, legal notice would be sent, its vice-chancellor P N Suresh said.
The advertisement showed a Kathakali character in full costume performing break dance on a busy street and offering the soft drink to a girl who passes by, he said.
"This is an insult to Kathakali, Kerala's centuries old classical theatre, always performed with a certain sanctity in a high cultural ambience. This commercial is an insult and humiliation to the classical tradition zealously nurtured by Keralites over centuries," Suresh told PTI.
He said on seeing the ad in the media, many shocked people had called and suggested him to do something against its spread by bringing it to the notice of the company.
"Top company executives may not be aware of the sensitivities involved as the ad could have been conceived and executed by some agencies that bother little about degrading cultural traditions. We hope that the company would do the amends. If they reject our request, we will seek legal option," Suresh added.
