Curry / Arse link finally proved!

[Jay]

Taken from Sky News [19.11.03]

"A £6m campaign to launch a new curry sauce has taken a hit after it was pointed out that the product's name meant 'arse' in Punjabi.

Sharwoods was so keen to plug the new Bundh lines that it splashed out for a television advertising campaign, broadcasting its inadvertent gaffe to millions.


The double-meaning only came to light when Punjabi-speaking customers rang the firm to point it out.

But undeterred, Sharwoods insisted it would press ahead with the name and said it had been suggested by an employee from the Punjab.

A spokesman told MediaGuardian: "The name was the suggestion of a Sharwoods' development chef and she chose it because she felt it so well describes the traditional Mughal or Awadh cuisine on which these sauces are based."

He said the firm, owned by Centura Foods, would be "dismayed" if anyone took offence at the name.

The spokesman added: "We hope that once they understand the derivation of the Bundh sauce range... they will agree that it is miles apart from the Punjabi word that is similar but spelled and pronounced differently."