Source News 18
MUMBAI — Eyewear giant Lenskart is finding itself in the middle of a second social media storm this week. Just as CEO Peyush Bansal issued a clarification regarding a controversial “no bindi, no tilak” grooming policy, netizens have unearthed an old Pongal advertisement from the brand that has left traditionalists and South Indians baffled.
The ad, originally released in January 2025 but resurfacing now, features models celebrating the harvest festival in what users describe as “atypical” attire and eating dates—a fruit not traditionally associated with the festival of Pongal.
The “Dates” Dilemma
The primary point of contention for many on X (formerly Twitter) and Instagram is the portrayal of the festival’s food. Pongal is synonymous with the preparation of Ven Pongal (savory) and Chakkara Pongal (sweet), made with newly harvested rice, jaggery, and moong dal.
“Who eats dates for Pongal?” questioned one viral post. “It’s a harvest festival of rice and sugarcane. Showing a ‘modern’ version with dates is not ‘vibey,’ it’s just culturally inaccurate.”
From Policy to Portrayal
This fresh wave of “ire” follows a heated debate over a leaked Lenskart internal grooming guide. The document allegedly prohibited employees from wearing bindis and tilaks while permitting other religious markers.
While Peyush Bansal was quick to clarify that the document was an “outdated training note” and not the company’s official HR policy, the resurfaced Pongal ad has added fuel to the fire. Critics argue that the absence of bindis on the models in the ad, combined with the “weird costumes,” suggests a pattern of cultural disconnection within the brand’s marketing team.
Netizen Reactions
The internet’s response has been a mix of academic critique and sharp wit:
The Traditionalist View: “First you tell your staff not to wear bindis, then you show a Pongal celebration without a single pot of boiling milk or rice, but with dates? Do better, Lenskart.”
The Industry Critique: “This is what happens when a brand tries to ‘aestheticize’ a festival without understanding its roots. You can’t replace tradition with reels-worthy props.”
The Humorous Take: “Waiting for Lenskart’s Diwali ad where they eat kale salad instead of laddoos.”
Lenskart’s Response
As of Saturday evening, Lenskart has not issued a fresh statement specifically addressing the Pongal ad backlash. However, Bansal’s earlier apology emphasized that the brand has “thousands of team members across Bharat who wear their faith and culture proudly.”
Whether this latest “ad-versity” will lead to a broader overhaul of the company’s creative strategy remains to be seen. For now, the brand remains a trending topic for all the wrong reasons.
Quick Fact: Pongal is a four-day Hindu harvest festival celebrated predominantly in Tamil Nadu, dedicated to the Sun God, Surya. Its centerpiece is the boiling of the first rice of the season.
