Offbeat

Sabyasachi Withdraws Mangalsutra Campaign AD After Backlash

BP World Bureau | Nov 01 2021 12:49:01 PM
Image credits: Twitter

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.