Verka Pulls Ad After Public Backlash

Punjab’s leading dairy brand Verka has withdrawn a controversial social media advertisement for its mango lassi after facing widespread public criticism over a tagline that many consumers considered insensitive and inappropriate. The promotional reel, posted on Verka’s Instagram and Facebook pages, featured a young girl and carried the caption “How to kidnap me?”, a marketing gimmick that triggered strong backlash for allegedly trivializing abduction and women’s safety concerns. Several consumers demanded the campaign be withdrawn, arguing that a reputed dairy brand should exercise greater responsibility in its advertising.

Responding to the controversy, Rahul Gupta, Managing Director of Punjab State Cooperative Milk Producers’ Federation Limited (MILKFED), which owns the Verka brand, acknowledged that the content was not an appropriate way to promote the product. He stated that promotional activities had been outsourced to an external agency and assured that corrective measures would be taken to prevent similar incidents in the future. Following the backlash, the reel was removed from Verka’s social media platforms. MILKFED also issued a warning letter to the agency responsible and directed that all future promotional material must receive prior approval from the General Manager (Marketing) before publication.

The controversy also drew criticism from former Punjab State Women’s Commission Chairperson Manisha Gulati, who questioned how such content was approved and emphasized that brands have a responsibility to market products creatively without compromising the dignity and respect of women. The incident has sparked a broader discussion about brand governance, advertising oversight, and the importance of social responsibility in dairy sector marketing.

Source: Dairynews7x7 11 June, 2026 Read full story here