Sabyasachi Withdraws The Controversial ‘Intimate Fine Jewellery’ Manglasutra Ad Campaign

Sabyasachi Withdraws The Controversial ‘Intimate Fine Jewellery’ Manglasutra Ad Campaign

India’s Top Fashion Designer Sabyasachi Mukherjee has now withdrawn his controversial Mangalsutra ad campaign, called ‘Intimate Fine Jewellery’. The withdrawal has come following a threat by Madhya Pradesh Home Minister Narottam Mishra. 

Sabyasachi faced a lot of public backlash for the ad campaign. The public called it more of a ‘lingerie ad’ than a ‘mangalsutra ad’. The MP Home Minister issued a 24-hour ultimatum to Sabyasachi to withdraw the ad and threatened to take strict legal action. Following which, the ad was withdrawn. 

The ad was accused of ‘objectionable and obscene’ portrayal of an article of utmost importance to the Hindu culture, the mangalsutra. Mangalsutra is a necklace that is worn around by the husband to his wife when they get married. It symbolizes the connection between a husband and his wife. And the public, especially Hindus, were extremely saddened by the designer’s portrayal of it.

“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,” Sabyasachi said in a post on Instagram.

ALSO READ | Netizens Slam Sabyasachi’s New ‘Intimate Fine Jewellery’. Questions ‘Is This Lingerie Or Mangalsutra Ad’

Narottam Mishra is the same Minister who protested against Dabur’s Karwa Chauth ad campaign recently. It showed a same-sex couple celebrating the Karwa Chauth festival, and the minister labelled it as ‘objectionable’. It was also withdrawn by Dabur soon after.

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