We have been extra careful when it comes to our creatives, says Kalyan Jewellers

Looks like jewellery chain Kalyan Jewellers is putting behind the racist ad controversy and open letter from activists. Its print ad showed brand ambassador Aishwarya Rai Bachchan being waited on by a 'child slave'.

After regretting and hastily withdrawing the ad, Kalyan Jewellers decided against a knee-jerk reaction towards the ad agency that came up with the campaign. Bengaluru based Push Integrated Communication, Kalyan Jeweller's creative agency on board, has been spared.

"We cannot blame just one person. We don't do that. The agency is like family to us and our association continues. We were upfront about the creative. We accepted it was an error and we withdrew it," says Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers. Kalyanaraman isn't losing sleep over future campaigns.

"We have been market leaders for a long time and have continuously done award-winning campaigns. Human errors happen and people pardon. We have been extra careful when it comes to our creatives and will continue to do so. Then again, we can't be too careful so that it blocks creative thought," he says.