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After Dabur, Sabyasachi Takes Down Mangalsutra Ad After MP Home Minister Narottam Mishra Gives Ultimatum

November 01, 2021 | by Priyadarshini Malavia

With the festivities right around the corner, it is evident that most brands are trying to join in by attracting customers through ad campaigns and Diwali offers. Moreover, many of them are trying to show a more progressive take on these festival customs and traditions. Unfortunately, most of the time this new and fresh perspective is not welcome by our countrymen as the keyboard warriors show their disapproval for the unconventional. In the sea of brands that have faced backlash and threats for their progressive advertising, designer Sabyasachi is a new victim to this virtual witch-hunting because of the brand’s recent mangalsutra ad campaign.

Madhya Pradesh Home Minister Narottam Mishra is at it again as after Dabur he decided to target Sabyasachi for the manner in which they portrayed and styled their newly launched mangalsutra. After receiving a 24-hour ultimatum from Mishra demanding that Sabyasachi withdraws the advertisement for their “objectionable and obscene” portrayal of a mangalsutra, or else face arrest. Sabyasachi has decided to withdraw the ad. 

Also Read: The New Sabyasachi Mangalsutra Launch Campaign Has Offended People. Not The Right Reasons, Ya!

According to NDTV, the brand issued a statement that said, “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 advertisement portrayed men and women posing intimately wearing just their undergarments as the women wore the mangalsutra. It created a lot of controversy amongst the netizens as it was deemed as inappropriate, disrespectful and obscene. 

Instagram (now deleted) / Sabyasachi

While speaking to reporters, Narottam Mishra said, “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 If this objectionable and obscene advertisement is not withdrawn, then a case will be registered against him and legal action will be taken.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.”

While I believe that the advertising of the necklace could have been done a bit more tastefully, I do not believe that it warrants the kind of backlash it received. Where did the concept of “agree to disagree” go within this country? Or did it even exist in the first place? I personally find it ironic that there is intolerance and active backlash regarding this kinda stuff but not half the outrage is shown when there are heinous crimes against women every day.

Sabyasachi Getting Trolled For His Androgynous Collection Is Exactly Why We Need More Campaigns Around Gender-Fluid Fashion

Priyadarshini Malavia

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