Twitter users were enraged at the brand for supposedly implying that domestic help are unsanitary Post lockdown, hygiene will be an important proposition for advertisers to attract consumers. Taking a leaf from this, Indian healthcare company Kent highlighted the merits of automation in maintaining hygiene in its new digital ad for the Atta & Bread Maker. The advertisers, purportedly made a glaring misstep, making the ad appear tone-deaf and classist. The ad copy read: “Are you allowing your maid to knead atta dough by hand? Choose KENT Atta & Bread Maker for hands-free kneading of dough. Let automation take care of hygiene this time!" Twitter has since erupted and has accused the brand of being discriminatory towards house help by implying they have unclean hands. Here are some reactions: https://twitter.com/ndcnn/status/1265330058517872640?s=20 https://twitter.com/maheshwarisr/status/1265412470153400320?s=20 https://twitter.com/Sam33055525/status/1265469589304995840?s=20 https://twitter.com/NomanixShaikh/status/1265381994747162624?s=20 https://twitter.com/prasannatrl/status/1265458456409997312?s=20 https://twitter.com/vanditamorarka/status/1265336754065858561?s=20 https://twitter.com/japna_p/status/1265335075719217152?s=20 https://twitter.com/vijaypnpa_ips/status/1265325359391625216?s=20 The outrage has been sparked due to the implication that house help are not hygienic. Following which, the ad has been flayed by Twitter users who have been schooling the brand on their supposed ignorance towards the working class.