Sabyasachi withdraws Mangalsutra campaign advertisement, offers no apology

Designer Sabyasachi has withdrawn its controversial advertisement where it had used semi-naked models to market Mangalsutra. The designer said that the ad was withdrawn because it had offended “a section of our society”. There was no apology over the matter.

Sabyasachi said in an Instagram story, “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.”

After pictures of the advertisement were posted on Instagram, there was a huge controversy with a section of social media users terming them as against Hindu culture and obscene. Hashtags such as #Sabyasachi_Insults_HinduCulture and #BoycottSabyasachi were trending on Twitter.

The withdrawal also came hours after Madhya Pradesh Home Minister Narottam Mishra issued a 24-hour ultimatum to Sabyasachi Mukherjee to withdraw the advertisement which has an “objectionable and obscene” portrayal of mangalsutra or else face statutory action.

Last week, FMCG major and wellness firm Dabur India withdrew its advertisement on the festival of Karva Chauth showing a lesbian couple celebrating in the ad campaign of its Fem Creme bleach and issued an unconditional apology. Dabur also faced backlash on social media platforms and also from the MP Home Minister, who had also issued an ultimatum against the company, known for its nature based wellness products.

However, designer Sabyasachi has not yet apologized for hurting religious sentiments of Hindus. He should issue an unconditional apology for hurting the religious sentiments of Hindus.

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Protest : Sabyasachi’s Mangalsutra ad campaign attacks Hindu Culture

29 October 2021

Sabyasachi’s newly launched ad campaign to promote his brand’s mangalsutras insults Hindu Culture and hurting the religious sentiments of Hindus. His new collection is titled ‘Intimate Fine Jewellery’. The official Instagram page of Sabyasachi released a series of pictures featuring models flaunting the brand’s newly launched mangalsutras.

The promotional advertisement features heterosexual and same-sex couples posing for pictures wearing The Royal Bengal Mangalsutra, which is a part of the designer’s intimate jewellery collection. These photos also feature scantily clad models wearing a mangalsutra.

Several users took to social media to address their dissatisfaction and claimed that the advertisement is an attack on Hindu Culture and hurts religious sentiments and many have deemed the advertisement as ‘obscene’ after pictures of his new jewellery ad campaign went viral on Wednesday.

 

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A post shared by Sabyasachi (@sabyasachiofficial)

 

Check out more comments below:

Hindu Dharma considers the Mangalsutra to be a soubhagyalankar of the woman. Promoting the sacred Mangalsutra in such a trivial manner insults Hindu Culture.#Sabyasachi should immediately remove all these ads & tender an unconditional apology#Sabyasachi_Insults_HinduCulture pic.twitter.com/wDPvbjC7wE

— HinduJagrutiOrg (@HinduJagrutiOrg) October 30, 2021

I have issued a Legal notice to Sabyasachi Mukherjee Indian fashion designer regarding using "semi-naked models for a Mangalsutra collection advertisement as "Mangalsutra" is part of Holy Hindu Marriage.

He outraged the holy Hindu Marriage (Mangalsutra). pic.twitter.com/QPojQtiOKH

— ADV. ASHUTOSH J. DUBEY 🇮🇳 (@AdvAshutoshBJP) October 28, 2021

Really sabyasachi??
What's wrong with u these days,
Who sell Mangalsutra like this.
If u have guts sell burkha, tabij in this manners??
Stop Hindu discremation #Sabyasachi pic.twitter.com/KL2DiqDIAI

— Kanan Shah (@KananShah_) October 27, 2021

https://twitter.com/AdvYuktiRathi/status/1453304458515988488

Mangalsutra looks like this #Sabyasachi

It's not a random piece of fashion jewellery, it indicates the love and commitment the husband and wife have towards each other. pic.twitter.com/HB3r4Aa4A4

— Sheetal Chopra 🇮🇳 (@SheetalPronamo) October 27, 2021

https://twitter.com/rishibagree/status/1453640420651536386

I went to check out why #Sabyasachi is trending and did anyone else notice a man is wearing the mangalsutra?

I have nothing against LGBTQ, they can love or marry whomever they want.

But why are they only conditioning hindu practices to their nonsense pic.twitter.com/aagahl84xO

— 16 Eleven #savesoil (@16eleven__) October 27, 2021