Sabyasachi Withdraws Mangalsutra Campaign, Says ‘Deeply Saddened' That It Offended A Section Of Society

The mangalsutra advertisement went on to feature intimate photos of women and men giving way to controversy as a section of social media users deemed it "against Hindu culture" and "obscene".

Designer Sabyasachi Mukherjee (File Photo/Getty Images)

New Delhi: India's popular fashion designer Sabyasachi Mukherjee has withdrawn his latest mangalsutra campaign following backlash on social media platforms. The brand pulled the promotional material for its mangalsutra collection hours after Madhya Pradesh Home Minister Narottam Mishra issued a 24-hour ultimatum to the designer to withdraw the advertisement, which he said has an “objectionable and obscene” portrayal of the mangalsutra, or face statutory action.

The designer brand issued a statement, saying it was “deeply saddened” that the advertisement offended a section of society, ANI reported.

"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 company said in a statement.

The mangalsutra advertisement went on to feature intimate photos of women and men giving way to controversy as a section of social media users deemed it "against Hindu culture" and "obscene".

As soon as the advertisements were posted on Instagram, it invited a huge backlash with hashtags such as #Sabyasachi_Insults_HinduCulture and #BoycottSabyasachi trending on Twitter.

Mishra's statement comes a day after Ashutosh J Dubey, who is a legal advisor to BJP-Maharashtra, also issued a legal notice to Sabyasachi for “using semi-naked models for a Mangalsutra collection advertisement." In his notice, Dubey wrote: “I say that in India majority of people associate Mangalsutra with a religious custom. There is also a sound scientific justification behind it. Hindu culture emphasizes wearing a Mangalsutra made of pure gold and it is advised that the Mangalsutra should be hidden behind the inners and your promotional advertisement features heterosexual and same-sex couples posing for pictures wearing the Royal Bengal Mangalsutra…"

After the withdrawal of the advertisement, Mishra again issued a warning to the designer, "Sabyasachi Mukherjee has withdrawn the objectionable advertisement after my post. If he repeats such a thing, then direct will be taken, no warning will be given. Appeal to him and those like him to not hurt sentiments of people."

Earlier, FMCG major and wellness firm Dabur India also retracted its advertisement on the festival of Karva Chauth which showed a lesbian couple celebrating in the ad campaign of its Fem Creme bleach. It has 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.