By Phoolo Danny-Maharaj, Express TT

Angostura Ltd yesterday apologised to the Hindu community for any discomfort which may have been caused by their advertisement in yesterday’s Express.

In the two full-page advertisement, the company placed a picture of Hindu’s Divine Child–Lord Krishna–together with various representations of the Christ child alongside representations of local folklore characters, Papa Bois and soucouyant, and photographs of the company’s alcoholic drinks.

Sat Maharaj, secretary general to the Sanatan Dharma Maha Sabha (SDMS), condemned the company for using the picture of Krishna as an advertising gimmick to sell its rum products.

He described the advertisement as a “shameless act designed to send a subliminal message that the Hindu God Krishna endorses alcoholic products.”

Maharaj called on the company to withdraw the advertisement and demanded an apology for what he described as an “act of sacrilege.”

He has also contacted the chairman of the Inter-Religious Organisation Haji Noble Khan to convene a special meeting of the IRO to discuss the “blatant irreligious act by a public company”.

“Our religion and our concept of God must not be used to sell alcohol,” said Maharaj.

He further called on the newspapers to refrain from publishing the advertisement and to “use their editorial prerogative to condemn the linking of God and spirituality with drunkenness”.

In response, the company’s chief operations officer Goddfrey Bain said Angostura’s intention was to advertise its exhibition which was being held at its premises, and to “show the historical and traditional perspectives that bind the various elements of our national community and to demonstrate that all religions are in truth derived of the one Supreme Being expressed in the spirit of love for children”.

He said the company was in no way seeking to benefit from the use of religious sentiments to further themselves, but on the contrary, “we are seeking to bring together the national community in appreciation of the commonalties that we all share”.