Amitabh Bachchan who had signed the Eveready ad campaign for a magnanimous amount recently refused to feature in one of its commercials. And the refusal came in because the superstar felt that the ad promoted the evil social practice of dowry.
The 40-second ad was to show the groom walking out of the marriage mid-ways when the bride's father is unable to fulfill his demands. And the groom's demand is a Jeevan Sathi, which actually refers to a torch brought out by the Eveready Company. The company has now decided to drop the concept and come up with a new ad.
Incidentally Bachchan has also refused to feature in Eveready's tea commercials citing the reason that he does not consume tea and hence cannot promote it.
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