Designer brand Sabyasachi has finally pulled its contentious Mangalsutra commercial campaign after receiving widespread criticism, stating that it was “very grieved” that it has hurt a sector of society.
The controversial commercial featured a woman in a low-neckline dress appearing alone and in an intimate pose with a man. Over the controversial Mangalsutra commercial, the popular designer company has received backlash on social media channels as well as from prominent politicians.
Sabyasachi’s decision to remove the ad came after Madhya Pradesh Home Minister Narottam Mishra gave them a 24-hour deadline to remove the commercial, which depicts Mangalsutra in a “objectionable and indecent” manner, or face statutory action.
“The Mangalsutra campaign aims to talk about inclusivity and empowerment in the context of making tradition and culture a dynamic conversation.” “We are profoundly disappointed that the campaign, which was supposed to be a celebration, has instead offended a segment of our society. As a result, Sabyasachi has chosen to end the promotion “Sabyasachi said in an Instagram post.
Following the publication of photos of the advertising on Instagram, there was a firestorm of criticism, with some users accusing them of being anti-Hindu culture and obscene. On Twitter, hashtags like #Sabyasachi Insults HinduCulture and #BoycottSabyasachi began to trend.
Last week, FMCG and wellness company Dabur India made an unqualified apologies for their advertisement on the Karva Chauth festival depicting a lesbian couple rejoicing in the Fem Creme bleach ad campaign.
Dabur also came under fire on social media, as well as from the MP Home Minister, who had issued an ultimatum against the company, which is famed for its natural wellness goods.
Mishra had told reporters in Datia, Madhya Pradesh, that “I have already advised against such advertisements. I’m personally issuing a 24-hour ultimatum to designer Sabyasachi Mukherjee. If he does not remove this offensive and obscene advertisement, a case will be filed against him, and legal action will be done. The police would be dispatched to the scene of the crime “On Sunday, Mishra stated.
Tanishq, a jewellery brand owned by the Tata Group, has previously been compelled to remove an advertisement depicting an interfaith couple during a baby shower hosted by the Hindu bride’s Muslim in-laws.
Manyavar, a clothing brand, was also chastised when a commercial showing Bollywood actress Alia Bhatt in wedding garb appeared to call into question an age-old practise.