PopChips enlisted Ashton Kutcher to create some sort of viral comedy video that backfired, enraging Indians with his use of brownface in the clip.
It was Kutcher dressed as an Indian Bollywood producer that set off a firestorm.
“We received a lot feedback about the dating campaign parody we launched today and appreciate everyone who took the time to share their point of view,” Keith Belling, the founder and CEO of the company, wrote in a note posted on the company’s website.
“Our team worked hard to create a light-hearted parody featuring a variety of characters that was meant to provide a few laughs. We did not intend to offend anyone. I take full responsibility and apologize to anyone we offended.”
The point of the PopChips video and ad campaign featuring four characters portrayed by Kutcher was supposed to be in good fun, but that fell flat quickly.
“At popchips we embrace all types of shapes, flavors and colors, and appreciate all snackers, no matter their race or ethnicity. We hope people can enjoy this in the spirit it was intended,” said a company spokesperson said to The Hollywood Reporter.
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