After brands like Dabur, FabIndia, Manyavar luxury fashion designer Sabyasachi Mukherjee's latest advertisement on Mangalsutra has attracted a severe backlash from a section of social media users who called the ad an insult to Hindu traditions. The ad campaign featured women flaunting the brand’s latest Mangalsutra collection wearing lingerie. The matter grew intense when Madhya Pradesh Home Minister Narottam Mishra threatened the designer with an arrest and 24-hours ultimatum to take down the ad.
Following the setback, Sabyasachi had to take down the Mangalsutra ad on Sunday and issued a formal note on social media saying it was “deeply saddened” that the advertisement offended a section of society.
“In the context of making heritage and culture a dynamic conversation, the Mangalsutra campaign aimed to talk about inclusivity and empowerment. The campaign was intended as a celebration and we are deeply saddened that it has instead offended a section of our society. So we at Sabyasachi have decided to withdraw the campaign,” the designer’s note read in an Instagram story.
The advertisement wherein a woman is shown wearing a low-neckline dress and posing solo and in an intimate position with a man has received flak not only from people but also from ruling BJP politicians.
Also Read: Netizens slam Sabyasachi for luxury mangalsutra campaign, asks 'is it a lingerie ad'
The ad withdrawal comes hours after Madhya Pradesh Home Minister Narottam Mishra, on Sunday, had issued a 24-hour ultimatum to Sabyasachi asking him to remove the campaign by citing that the portrayal of Mangalsutras was “objectionable and obscene”. He also said that failure to withdraw the ad would result in Sabyasachi’s arrest.
Mangalsutra is a traditional necklace worn by Hindu married women.
Upon release, the designer’s Mangalsutra ad sparked controversy over showing intimate portraits of men and women which was dubbed by the netizens as "obscene" and "against the Hindu culture".
The Madhya Pradesh minister in a press meet at Datia told the media, "I have warned earlier about such advertisements. I am personally warning designer Sabyasachi Mukherjee, giving him a 24-hour ultimatum. If this objectionable and obscene advertisement is not withdrawn, then a case will be registered against him and legal action will be taken. The police force will be sent for the action."
A section of social media users started a Twitter campaign terming the advertisement as against culture and obscene. Hashtags such as #Sabyasachi_Insults_HinduCulture and #BoycottSabyasachi were trending on Twitter forcing the designer to withdraw the ad.
In the recent past, several brands have faced similar backlash calling their ads to be a humiliation to Hindu festivals and culture. FabIndia was vilified for their Diwali campaign that used the Urdu phrase - ‘Jashn-e-Riwaaz’ for a Hindu festival. FMCG major firm Dabur India had to remove its advertisement on Karva Chauth that showed a lesbian couple celebrating the festival in which the couple was shown using Fem Bleach before getting ready for the festival. The company removed the ad and had issued an unconditional apology.
Also Read: Dabur’s bold ad for Karwa Chauth has Twitter in uproar. Know why
Earlier, Tata Group’s jewellery brand Tanishq was intimidated to take down its ad campaign that featured an interfaith couple at a baby shower planned for the Hindu bride by her Muslim in-laws.
Sabyasachi Mukherjee is a popular luxury fashion designer based out of Kolkata who has designed wedding attire for many celebrities such as Anushka Sharma, Deepika Padukone.