Sabyasachi Faces Backlash Over Mangalsutra Advertisement, Internet Asks ‘Is It A Lingerie Ad’?

Sabyasachi's latest jewellery ad campaign didn’t go down very well with a section of social media users and many of them called out the brand for inappropriate depiction of the mangasutra.

(Photo: Instagram)

Ace fashion designer Sabyasachi Mukherjee was brutally trolled on social media after the brand shared pictures from the new jewellery ad campaign that went viral on Wednesday. The ad campaign of the new collection titled ‘Intimate Fine Jewellery’ has models flaunting the brand’s newly launched mangalsutras wearing a bra.

The promotional advertisement features couples posing for pictures wearing The Royal Bengal Mangalsutra, which is a part of the designer’s intimate jewellery collection.

The advertisement, however, didn’t go down very well with a section of social media users and many of them called out the brand for inappropriate depiction of the mangasutra. Some even lashed out for the advertisement aiming to grab attention by featuring scantily-clad women. Many users also criticized the brand for selling a mangalsutra like a fashion jewellery.

Disappointed by the display of the mangalsutras in the advertisement one of the user wrote, " ''Lol I thought this was intimate wear and then I read your description intimate fine JEWELRY." Another said, "#Sabyasachi isme jewelry kaha hai bhai??"

Some of the users also pointed out that the portrayal of women in the ad is demeaning. "Maybe they are trying to say that women strip only when their husbands give them Sabyasachi jewelry. Demeaning women?", wrote a user. Check out some of the reactions below:

The backlash of Sabyasachi comes days after Dabur was also trolled last week for showing a same-sex couple in a Karva Chauth commercial, which was subsequently removed.