Due to outrage, Sabyasachi has pulled the Mangalsutra promotional commercial
01 November 2021, Mumbai:
After receiving widespread criticism, fashion company Sabyasachi pulled its Mangalsutra campaign on Sunday, October 31, stating that it was "very regretful" that the commercial offended a sector of society.
The popular designer company has come under fire on social media and from a portion of the ruling BJP's legislators for an advertisement that depicted a woman wearing a low-neckline dress and appearing alone and in an intimate position with a man.
The removal occurred just hours after Madhya Pradesh Home Minister Narottam Mishra gave Sabyasachi Mukherjee a 24-hour deadline to withdraw the advertisement, which depicts mangalsutra in an "objectionable and vulgar" manner or face statutory action.
"The Mangalsutra campaign aims to talk about inclusivity and empowerment in the context of making legacy 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 campaign "Sabyasachi 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 was trending. Last week, FMCG and wellness company Dabur India made an unqualified apology 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 and from the MP Home Minister, who issued an ultimatum on 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 practice.
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