Leading electronics retail store Vijay Sales slammed for insensitive ad depicting visually impaired person

Just how blindly popular media perpetuates stereotypes about disability is revealed in the latest advertisement campaign of Vijay Sales, the leading electronics retail chain with a presence across major cities in India.

The advertisement for an air conditioner features Jim Sarbh as a blind person holding a cane with two women holding his hands.

Noted disability rights activist Dr Satendra Singh has slammed the depiction as ableist on Twitter and demanded that Vijay Sales pull the ad off immediately.

An ableist ad by @VijaySales ridiculing blinds. Internet dekh nahi sakta, @jimSarbh shown with a cane, two women hold his hands, shown helpless. Is this you portray disability? Bring down this ad at the earliest - Dr Satendra Singh, Disability Rights Defender

Dr Singh called the ad insensitive and said that Vijay Sales was guilty of perpetuating stereotypes. He said that the ad mocks blindness under the cover of creativity.

How insensitive? Hope you are aware that the Rights of Persons with Disabilities Act 2016 (with serious penalties) is already implemented. take off ur ad before someone sue you - Dr Satendra Singh, Disability Rights Defender

Several other disability rights activists, like Rati Mishra, Advisor to the National Centre for Promotion of Employment for Disabled People (NCPEDP) and Jo Chopra McGowan , founder of the Latika Roy Foundation, have also asked that the advertisement be pulled off.

It's a stupid joke of an ad. It makes it crystal clear what a flimsy foundation ableist thinking rests on - Jo Chopra McGowan, Founder, Latika Roy Foundation

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