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A Sikh group condemns using term ‘Asian’ to describe Rotherham gang

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image source: www.independent.co.uk
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London: Rotherham gang is a group in Britain, including four Pakistani men and two British women who groomed, raped, prostituted and abused teenage girls in Rotherham town of England and were handed combined prison sentences of 103 years on Friday.

It was found that at least 1,400 girls had been sexually exploited in Rotherham over a 16-year period.

Sikh group in Britain has urged the media and politicians to stop describing the Rotherham grooming gang, which was handed combined sentence of more than 100 years for sexual assault on women, as “Asian”.

Sikh Federation UK said the use of term “Asian” for the Rotherham gang is too vague and “besmirches” other communities, The Independent reported on Sunday.

“If the four men that have been found guilty and carried out the abuse were Pakistani Muslims, this is how they should be described and not called Asian,” he added.

In a joint statement, the Hindu Council UK, the Network of Sikh Organisations, Sikh Media Monitoring Group and the Sikh Awareness Society had said: “Communities who themselves fall victim of this emerging pattern of criminality, should not be besmirched by the vague terminology ‘Asian’, in order to help find a solution to the problem, we need to be clear on the identity of those involved.”

The petition closed with 1,859 signatures calling for the word “Asian” not to be used in grooming and sex abuse cases.(inputs from agencies)

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  • Jtndr

    They are quite right;

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How advertisements in India are defying gender cliche

Ads playing an effective medium in moulding opinions of society

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How Indian advertisement industry is breaking the gender stereotype

Feb 27, 2017: The most important part of advertisements is the story line and it gives a spur on the social media when the lessons from the story line are timeless. Needless to say, every time a free-spirited ad is released, it not only sparks conversations over the internet but also leaves a viral trail of debates. Just in the same way, some of the Indian advertisements did when they strove to change the mindset of people with regard to gender difference. We often tend to slur women not realizing the essence of being a woman, it takes strength and an indomitable spirit to be a woman. This article will talk about how advertisements in India are leading by example and discarding gender difference.

Let’s recall some of the advertisements that did away with gender difference.

Nike’s recent ‘Da Da Ding’ ad starring Deepika Padukone as one among other female athletes is a powerful ad which got the people talking about giving importance to female athletes as well. It showcased females of a real athletic figure which is not animated and has got nothing to do with ‘legs and butts’.

(A still from Nike’s Da Da Ding advertisement)

The ad portrayed women as fierce and passionate about sports. Once upon a time, Nike’s product catered almost exclusively to marathon runners and then, a fitness craze emerged –and the folks in Nike’s marketing department knew where to mark their next move, an applause for Nike for initiating a spellbinding effort.

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Whisper, Touch the pickle ad

(A still from Whisper Touch the pickle advertisement)

Whisper, Touch the pickle ad is another exemplary of breaking taboos surrounding women’s menstrual cycle. The whisper #Touchthepickle campaign makes an attempt to purge the baseless superstitions owing to Dos and Dont’s in menses. The ad showcases a young girl who dares to touch the pickle while she is on her periods. It conveys a sensible meaning to its viewers to break away these taboos. The ad was lauded internationally and awarded ‘Glass Lion Grand Prix’ award at Cannes International Festival of Creativity.

Many advertisements over the years have sold the cosmetic product but fewer have tried to change the societal conception of beauty. Even fewer have tried to do both, Joy Cosmetic is the brand that did it in India.

(A still from Joy beauty advertisement)
The ad begins with showcasing a well renowned oversized comedian, Bharti Singh asking the viewers “What did you expect, 36-24-36?”, and shuts down body shamers who presumed it to be an ideal body size. The ad conveys effortlessly that an Ideal beauty has nothing to do with body and shape.The advertisement has a sensitive message and is meaningful to its consumers.

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While there is a lot of chaos regarding section 377 in India, Ebay India took an audacious stance through its ad titled “Things don’t judge”.

(A still from Ebay India advertisement)