After several brands like Manyavar, Fabindia and Dabur, luxury fashion designer Sabyasachi Mukherjee’s latest campaign on mangalsutra had come under the radar. The campaign which featured women flaunting the brand’s mangalsutra collection was highly criticised by a certain section of society. But matters grew worse with Madhya Pradesh Home Minister Narottam Mishra threatening the designer of an arrest.
Following the social media debacle, Sabyasachi has now issued a note on social media about withdrawing the campaign. “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,” his note read.
Madhya Pradesh Home Minister Narottam Mishra, on Sunday, had issued a 24-hour ultimatum to Sabyasachi demanding him to withdraw the campaign by citing that the portrayal of mangalsutras – the traditional Hindi necklace for married women – in the advertisement was “objectionable and obscene”. Mishra added that failure to withdraw would result in Sabysachi’s arrest.
The designer’s mangalstura campaign features intimate portraits of men and women, which sparked controversy instantaneously upon its release. Many netizens dubbed the campaign as “obscene” and “against the Hindu culture”. Mishra spoke about it in a press meet at Datia, MP, and 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 If this objectionable and obscene advertisement is not withdrawn, then a case will be registered against him and legal action will be taken.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.”
In the past, clothing brand Fanindia was denigrated their Diwali campaign, Jashn-e-Riwaaz, an Urdu phrasing for a Hindi festival. In September, Bollywood actress Alia Bhatt was heavily trolled for her Manyavar advertisement because it underlined the importance of gender equality with respect to the ‘kanyadaan‘ marriage tradition.
A few weeks back, Homegrown FMCG player Dabur had to withdraw its advertisement on Karwa Chauth which featured a lesbian couple celebrating the festival. The campaign was a part of the brand’s Fem Creme bleach. After facing backlash on social media and from the BJP minister, the brand withdrew the ad campaign.
Sabyasachi is a well-known luxury brand that has been a favourite of many celebs. Priyanka Chopra, Anushka Sharma, Rani Mukerji, and Deepika Padukone wore their bridal outfits from Sabya’s collection.
