MUMBAI: Designer brand Sabyasachi withdrew its Mangalsutra campaign after a massive backlash from the religious section.
Sabyasachi said that it was 'deeply saddened' that the advertisement offended a section of the society.
Politicians from the ruling BJP also slammed the advertisement which showed a woman wearing a low-neckline dress and in an intimate position with a man. A woman was seen wearing a mangalsutra or sacred thread husbands tied around their wives.
Madhya Pradesh Home Minister Narottam Mishra issued a 24-hour ultimatum to Sabyasachi Mukherjee to withdraw the advertisement.
"Mangalsutra campaign aimed to talk about inclusivity and empowerment. The campaign was intended as a celebration," said Sabyasachi.
There was a huge controversy with a section of social media users terming them as against Hindu culture and obscene.
The ad was also criticised by the left-wing because 'mangalsutra' is regarded as a 'regressive' custom that symbolises husbands' ownership over their wives.
Similarly, earlier, FMCG major and wellness firm Dabur India withdrew its advertisement on the festival of Karva Chauth showing a lesbian couple celebrating in the ad.