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Kolkata: Celebrated Indian designer Sabyasachi Mukherjee’s latest ad campaign on ‘mangalsutra’ came under the radar of the netizens after it featured women in semi-nude apparel flaunting the brand’s ‘mangalsutra’ collection. The matter turned serious after Madhya Pradesh Home Minister Narottam Mishra threatened the designer of an arrest.
Following the fiasco on social media, 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.
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Madhya Pradesh Home Minister Narottam Mishra had issued a 24-hour ultimatum to Sabyasachi demanding him to withdraw the campaign. The minister had cited that the ad campaign which portrayed ‘mangalsutras’ with women models, was “objectionable and obscene”. Mishra further added that failure to withdraw would result in Sabyasachi’s arrest.
The ad campaign featuring men and women in intimate postures flaunting the brand’s jewellery piece, received backlash from a section of the people. 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 If this objectionable and obscene advertisement is not withdrawn, the a case will be registered against him and legal action will be taken.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.
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