Why did BookXcess apologise over Jimi Hendrix album posters?

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BookXcess Issued an Apology for Selling Jimi Hendrix Album Posters Depicting a Hindu Deity

BookXcess issued an apology to a Hindu group for selling posters featuring the cover art of Jimi Hendrix's 1967 album "Axis: Bold as Love." The album cover depicted Jimi Hendrix and his band, The Experience, as various forms of Lord Vishnu, which the Penang Hindu Association (PHA) found offensive. BookXcess's managing director, Andrew Yap, stated that the company ceased sales of the posters immediately after a customer complaint in March and expressed deep regret for any offense caused, assuring that greater diligence would be exercised regarding cultural and religious sensitivities.
Sale of "Offensive" Posters Led to Outrage

The controversy stemmed from the sale of reprints from the "Axis: Bold as Love" album cover, which portrayed the rock legend and his band as representations of Lord Vishnu. This depiction deeply outraged the Penang Hindu Association (PHA). Following the complaint, Andrew Yap, the managing director and co-founder of BookXcess, acknowledged the issue and confirmed that the company had stopped selling the posters at a book fair in March.
BookXcess Expressed Regret and Promised Preventative Measures

In response to the complaint and the PHA's demands, BookXcess conveyed its apologies. Yap stated that the company never intended to offend any racial or religious group and was sorry that the public was exposed to the poster. He assured that steps had been taken to prevent a recurrence and that the company would be more diligent in considering cultural and religious sensitivities moving forward.
Hindu Group Demanded Public Apology and Government Intervention

The PHA deputy president, P. Murugiah, deemed BookXcess's written apology insufficient and called for a public apology through newspaper advertisements. Murugiah also urged the Home Ministry (KDN) to ban such items from entering the country and suggested penalties beyond a warning. He did, however, welcome the Home Ministry's decision to prohibit CDs of the "Axis: Bold as Love" album if they featured the cover art of Lord Vishnu.
Home Ministry Prohibited CDs with Specific Cover Art

A spokesperson for the Home Ministry confirmed that CDs featuring the album cover art of Lord Vishnu would be prohibited from entering Malaysia and would be seized if found. The ministry clarified that distribution of the "Axis: Bold as Love" album would still be permitted as long as the CDs did not display the specific cover art depicting the Hindu deity.

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Why did BookXcess apologise over Jimi Hendrix album posters?

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