CADBURY has been forced to pull an advertisement featuring a fast-talking Indian after being criticised for exploiting the "cliche caricature demeanour".

The advertisement, which shows a man of Indian appearance speaking increasingly quickly as he makes flight announcements, even trying to stuff his mouth with paper before finally "giving in" to his mouth and eating a Picnic Bar.

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But the advertisement was pulled from broadcast after complaints were made over the stereotyping of the man.

A complaint to the  said: "The advertisement exploits the often used caricature of the ethnic stereotype; the stereotypical Indian accent with the cliché Indian caricature demeanour.

"There are more than 147,100 Indians residing in Australia, yet we don't see Indians ever being portrayed on commercial Australian television in the various capacities that they in fact function within the numerous communities throughout Australia as doctors, engineers, lawyers, etc speaking in Australian accents, mixed accents and so on.

"Instead, on the incredibly rare occasion that an Indian is seen on Australian television, he/she is portrayed in the most stereotypical and offensive manner.

"One member of my family actually asked 'why do Australians always make fun of our accents if we're ever seen on TV'.

"When attending speech therapy I came across people with severe facial grimaces just like in the Cadbury advertisement. Advertisements like this can undo all the good that has been done, because stutterers can mimic and remind themselves of bad occurrences."

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The advertisement shows the man making an announcement for passengers to go to gate two, sending passengers into a panic as they rush to the next gate.

But Cadbury's parent company Mondelez Australia said the advertisement fit in with the "Obey Your Mouth" concept.

It said the advertisement aimed to "bring to life in a joyful and light-hearted way, the concept of our moth craving for certain things at certain times".

It said: "The TVC (television commercial) is simply reflective of the diversity of Australia’s population and given the humorous tone of the advertisement, does not portray or depict material in a way which discriminates against or vilifies a person or section of the community on account of race or ethnicity."

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The company also said the commercial was "in no way intended to offend or insult".

It further said they had tested the advertisement on a "robust" sample size with those involved not flagging any feelings of racism or insulting themes.

But the Advertising Standards Bureau ruled the commercial was portraying Indian people in a stereotypical and offensive matter, calling for the advertisement to be pulled off air.

In its ruling, it said: "The Board considered that the advertisement did portray or depict material in a way which discriminates against or vilifies a person or section of the community on account of race."

Mondelez said while it was disappointed with the Board's decision, they fully accepted the decision.

The ad had already been taken off air with Mondelez stating it would not return.

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