Brand advertisement can be a hit or a miss, especially if it uses the wrong tone or message. Unfortunately, a local brand’s LRT advertisement recently sparked complaints for being racist – but was it?
Local personal care brand HYGR recently came under fire for its advertisement on the LRT Ampang – Sri Petaling line. The train wrap was to promote the brand’s products, including its natural deodorant line. The artwork depicts Malaysians from diverse backgrounds using public transport. However, the artwork included individuals drawn with pit stains and body odour. Also in the artwork was the brand’s mascot drawn with a speech bubble, saying, “Busuknya (So smelly)”.
It’s worth noting that the advertisement has been active since September 2024 and was scheduled for removal later this month following the end of its contract. Nevertheless, some commuters criticised the artwork for its racist undertones, with some arguing that it suggests certain races have strong body odour. Prasarana has since responded to the issue, clarifying that the visuals underwent a thorough review and didn’t intend to target any individual or race. However, the company will immediately remove the advertisement following public feedback.
HYGR also apologised for the advertisement, saying it didn’t intend to offend or hurt the public with its campaign. However, the brand admitted its oversight over the placement of the characters, saying they can see how it caused misunderstanding. Ending its statement, HYGR said it would reflect on this issue and be more thoughtful in its execution for future advertisements.
Many netizens have since reacted to the issue, defending the brand and the advertisement. Many said they see nothing wrong with the artwork, arguing that the complaints might have come from commuters who didn’t understand the context. While some said HYGR should’ve been more careful with the character choice, most comments said the advertisement wasn’t offensive or racist.
What are your thoughts on this? Do you think the advertisement was racist or is this just a misunderstanding?
