Local eatery shares tone-deaf apology for using traumatic 'Gangubai' scene to attract male customers

Swings posts horrifying scene from the film when Alia Bhatt was forced into prostitution while promoting offer for men

A local eatery in Karachi has caused an uproar after sharing its upcoming offer for men on social media. 

It all started when Swings posted an edited clip for Alia Bhatt's latest offering, Gangubai Kathiawadi, as a promotional gimmick. In the said scene in Sanjay Leela Bhansali's directorial, Bhatt was forced into prostitution after being left at Kamathipura and she tries to hauntingly attract her first customer.

"Aja na Raja - what are you waiting for?" the post read. "Swings is calling out all the Raja's out there. Ajao and avail a 25% discount on Men's Monday at Swings!"

 

 

 

 

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A post shared by Swing 🌸 (@swing.khi)

Soon after the post went up, many took to social media and called out the restaurant on its demeaning and insensitive take on sexual abuse. "Ajaa na raja? What is this? It’s promoting sexual abuse of women and literally making fun of women who are forced to be a prostitute. Try to be responsible," YouTuber Daniyal Sheikh penned while actor Sara Sarfaraz added, "Just wondering if you have any women working in your restaurant. Do they feel safe?"

 

Many others took to Instagram and Facebook and left seething comments on the post. But the worse was yet to come. 

Swings, a restaurant in Karachi, thought it appropriate to use this painful scene from @aliaa08’s Gangu Bai for a men’s day promotion. Their apology is as tone-deaf as the campaign glorifying sexual abuse and women who are forced into prostitution. pic.twitter.com/XY2cyl1yKD

— Niha Dagia (@nhd00) June 18, 2022

After the outrage, Swings shared a meek apology and still hasn't taken down the original post. In their clarification, the eatery shared a newspaper clipping with Bhatt's same picture as the main image, coupled with a headline, Aray logon, itna dil pe kyun lelia? (Why the uproar?)."

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Swing 🌸 (@swing.khi)

The caption of the said post read, "Just a concept. We didn't mean to hurt the sentiments of anyone. The movie and this post is based on a concept. Like before, we're open to all and will be serving you with the same love like we always have."

The clarification drew more ire and many called out Swings for a troublesome marketing team and a tone-deaf statement. 

The outrage is rightfully deserved since Gangubai Kathiawadi - and this particular scene - depicts the woes of women who are forced into prostitution. Had the 'concept' of the film been unclear, the furore could be touted as misplaced. Bhatt plays the matriarch from Kamatipura, who was left traumatised and battered after this particular scene.