Fashion designer Sabyasachi Mukherjee’s Manglasutra label withdrew the promotional campaign for its mangalsutra collection on October 31st. This step took place after Madhya Pradesh home minister Narottam Mishra issued a “24-hour ultimatum”. Additionally, he also threatened to send the “police force”.
“In the context of making heritage and culture a dynamic conversation. The Mangalsutra campaign’s main aim is to talk about inclusivity and empowerment.
While the campaign’s intention is a celebration, we are deeply sad that it has instead offended a section of our society. So we at Sabyasachi have decided to withdraw the campaign,” the designer’s company wrote in an Instagram story.
The controversial Mangalsutra ad campaign featuring models in “intimate apparel” was the thing on everyone’s mind online. This was following a BJP lawyer’s legal notice and a barrage of criticism, including MP home minister Narottam Mishra’s warning. The warning stated that the police would file an FIR and go after him if he didn’t scrap the “objectionable” content within 24 hours.
Mishra’s ultimatum came a day after Ashutosh Dubey, legal advisor to Maharashtra BJP, slapped a legal notice on Sabyasachi.
“I have warned earlier, and I am issuing a personal warning to Sabyasachi Mukherjee. I’m giving him an ultimatum of 24 hours to withdraw the ad. Or else an FIR would be a possibility against him, legal action will be taken, and force will be sent.”
-Mishra said this in his initial statement
The home minister, who is also the state government’s spokesperson, said he had seen the advertisement. And found it “blatantly” objectionable.
What Had 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 If this objectionable and obscene advertisement is not withdrawn.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 against him would be a possibility and legal action would be taken. The police force will be sent for the action.”
-MP minister Narottam Mishra told the media
He called the advertisement ‘objectionable’ and said the mangalsutra is “jewellery of paramount importance”.
“Why do such painful incidents take place only with Hindu symbols? If Mukherjee has courage, he should do it with some other religion, then we will understand that he is a real brave man.”
-Narottam Mishra added this to this statement
What did the Designer Sabyasachi Manglasutra Advertisement Display?
The mangalsutra advertisement by Sabyasachi’s brand showed a woman. Specifically, a woman wearing a low-neckline dress and posing solo and in an intimate position with a man. This has sent people into a frenzy and rightfully so, as an advertisement for a Manglasutra shouldn’t be synonymous with a lingerie campaign.
Furthermore, after the designer shared these pictures, it created controversy for a section of social media users. They stated it was “against Hindu culture” and “obscene”.
Most importantly, the mangalsutra is a necklace. Typically, a piece of adornment for Hindu women. Specifically, those who have already gone through the rite of marriage.
In a series of posts published on Instagram and Facebook, Sabyasachi announced the launch of its “Intimate Fine Jewellery” titled “Royal Bengal Mangalsutra 1.2 and the Bengal Tiger Icon collection”, which comprises “necklaces, earrings and signet ring.
What Had 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 he will have to suffer the consequences. This would result in the filing of a case against him and legal action would be taken. The police force will be sent for the action.”
-MP minister Narottam Mishra told the media
He called the advertisement ‘objectionable’ and said the mangalsutra is “jewellery of paramount importance”.
“Why do such painful incidents take place only with Hindu symbols? If Mukherjee has courage, he should do it with some other religion, then we will understand that he is a real brave man.”
-Narottam Mishra added this to this statement
The Social Media Frenzy
Social Media Reaction to the Mangalsutra CampaignPhoto Credit: DNA
A user on Twitter who identifies as Hindu was of the opinion that such a depiction of the Mangalsutra (a necklace worn by married women) ” brought dishonour to our dharma (religion).”
Another user on the same platform suggested that the use of ‘seminude’ models to advertise the jewellery made it seem like a “porn ad”.
Another user on the same platform suggested that the use of ‘seminude’ models to advertise the jewellery made it seem like a “porn ad” Speaking on the same lines, user @immortalsoulin said on Twitter “Sabyasachi are so creatively bankrupt that they have to use semi-naked models for a Mangalsutra ad.”
She also said that it was “no lingerie or C0nd0m Ad.” Whereas the previous campaigns by the brands mentioned earlier in the copy were also a target. Specifically for supposedly displaying ‘Hindu culture’ in a bad light.
“Jewellery is one of the beautiful piece of art… could have been advertised in a better way,” . This is a person who commented on this on the photo on Instagram.
“We understand what “intimate jewellery” means.
Specifically, Mangalsutra can also be of use over a sarre draped . As showcasing a bra was unnecessary,” a user on Twitter wrote.
Another user called the portrayal of the collection “distasteful”.
Similar Mistakes
Earlier in August, Designer Sabyasachi Mangalsutra also received flak for selling “overpriced” cotton saris worth Rs 9,999, as part of his collaboration with H&M. In an official statement on Instagram, the designer said the collaboration was a kind of “wish fulfilment”.
He wrote, “When H&M first came to me with the idea of the collaboration, I was very excited that I could finally reach out to the massive Sabyasachi tribe worldwide, even if it was just this once. I knew they had the power and distribution to make it happen. And it happened.”
Ad Content
Recently, the official handle of designer Sabyasachi Mukherjee dropped a string of photographs featuring a same-sex couple, heterosexuals. And a solo artist wearing a black bra and leaning on a shirtless man while wearing a bindi and mangalsutra.
“Sabyasachi launches Intimate Fine Jewellery @sabyasachijewelryIntroducing the Royal Bengal Mangalsutra 1.2 . And the Bengal Tiger Icon collection of necklaces, earrings and signet rings in 18k gold with VVS diamonds, black onyx and black enamel.
-Picture Caption
Although it’s a Designer Sabyasachi Mangalsutra advertisement, the way it has presented itself has enraged the masses. Among its consumers, it has sparked a row of controversy on the Internet. Cultural aspects are one thing people don’t like messing around with when something hurts their beliefs or sentiments. Moreover, it’s obvious to get irked and something similar happened with this famous bridal brand. Specifically, it is facing a lot of criticism and backlash on the internet for its choice of displaying the content.
Other Brands Facing Similar Backlash as Designer Sabyasachi Manglasutra
Social media has turned into one powerful weapon and it now has the power to construct or destruct a society’s thought process. We have seen many brands create powerful ads and campaigns to send out a message to society, but sometimes these ads aren’t well received and the power of the faceless comments on social media is such that they are forced to pull down these commercials.
While some commercials faced backlash for the right reasons, some did deserve a chance to highlight the importance of the same. So here we are with a list of brands that faced backlash for their “creative” ad campaigns. Do let us know through our social media pages, whether or not they deserved the hate they received.
Several brands have been a target by sections of social media. Especially over their ads in recent weeks, prompting them to pull the ads.
The Dabur Fem-Bleach Ad
It seems a lot of Indian sentiments are hurt this year, and here another one bites the dust. Dabur India faced backlash for its commercial of Fem bleach. This ad is a product for the occasion of Karva Chauth. The ad shows the love between a same-sex couple and this didn’t go down well with some of the Indian audience. (Some did appreciate the thought behind the ad). This led to the consumer goods brand Dabur withdrawing its advertisement for Karwa Chauth for Fem Creme Bleach. Specifically amid criticism by a section of social media for promoting same-sex relationships. Whereas some people appreciate the ground-breaking ad, including myself, there are many who weaponise progressive thinking.
Soon after facing the backlash and after receiving a warning from the Madhya Pradesh Home Minister, Narottam Mishra. Specifically, of legal action against the firm, Dabur withdrew their commercial and issued a statement.
FabIndia Backlash
Fab India is at the receiving end because of a Diwali-themed advertisement and named it “‘Jashn-e-Riwaaz’. An uproar over the Urdu name in use in commercials and many sections of society.
They called it culturally inappropriate to “unnecessarily include Muslim ideologies in a Hindu festival”.
FabIndia removed a promotional capsule of its new festive line after backlash from right-wing groups.
Tanishq Ad Debacle
Last October, Tata Group’s jewellery brand Tanishq was led to withdraw an advertisement. That showed an interfaith couple at a baby shower organised for the Hindu bride by her Muslim in-laws. Tanishq’s ad of interfaith marriage had raised eyebrows and it faced so much flak on the internet that they were forced to pull the commercial down. The brand was accused of promoting love jihad and was called out for showing the custom of the bridal shower (godh bharai) in a Muslim household.
While many criticized the ad, Shashi Tharoor stood strongly by the message sent out by the brand. It withdrew the advertisement after trolling soon spread to physical threats to company employees and stores. After Tanishq pulled down the advertisement, many came out and said that Tanishq shouldn’t have chickened out.
Manyavar Ad
Manyavar’s latest Mohey ad featuring Alia Bhatt faced backlash due to its concept. The commercial tried to highlight sexism present in the ritual of Kanyadaan and tried to send out a message saying that daughters aren’t just a burden to marry off. With the new thinking introducing the concept of Kanyamaan – Tradition wahi, soch nayi. The concept did highlight equality, but many saw it as an attack on the Hindu wedding ritual. Social media then saw the trending of the hashtag boycott manyavar.
Zomato Ad
Hrithik Roshan and Katrina Kaif featuring in a Zomato ad. While the brand wanted to promote its fast delivery policy, it faced severe backlash saying that they ill-treat their employees. People also pointed out that instead of spending a bomb on hiring A-listers for their advertisements, it’s better to spend that money on the delivery executives.
Ceat Tyres Ad
Aamir Khan’s recent advertisement for the Ceat tires sparked a lot of debate. The commercial shows Aamir Khan advising people not to burst firecrackers on the streets. This has put the ad into controversy. A Karnataka BJP MP raised an issue against the ad and said that if bursting crackers on the street is an issue, then blocking roads in the name of Namaz on Fridays and other important festive days for Muslims should be a problem too.
Surf Excel Ad
Another ad that stayed in the limelight for all the wrong reasons is Surf Excel. The commercial showed Hindu Muslim unity during the festival of Holi. They combined their tagline Daag Acche Hai with the Holi special tagline Rang Laaye Sang to show the love between the two communities, but it didn’t go well with the audience and it ended up receiving hate.
Conclusion
Designer Sabyasachi and Campaign PhotoPhoto Credit: Newsroompost
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