Dabur features same-sex couple in its new Karva Chauth ad, creates uproar on Twitter

New Delhi: Brands come up with creative advertisements in bulk, to attract their target audiences ahead of the festive season. This year too, various brands have launched numerous ads prior to Karwa Chauth, Diwali, Dhanteras and other upcoming festivals.

In a recent advertisement by Dabur’s Fem, that features a lesbian couple observing fast on Karwa Chauth has created uproar on microblogging site twitter. While some social media user’s have appreciated the fresh approach in the Dabur’s new ad, some went on to troll the advertisement and the idea behind.

“Why does all the activism wakes up on the Hindu festivals only ?”, a twitter user wrote opposing the fem’s Karwa Chauth ad.

Check out the advertisement here:

The ad promoted a fem’s face bleaching product as it shows a young lesbian couple getting ready for their first Karwa Cahuth. Meanwhile, an elderly women gift them red Saris for the special occasion.

However, the ad and its concept did not go well with the social media users, with many complaining not only for hurting the ‘Hindu Sentiments’, but also promoting fair skin over other complexions.

Here’s what Twitteratis have to say :  

Fairness products are inherently casteist and racist. Adding an LGBTQI angle doesn’t change that ??‍♂️ #Fem #Dabur #FairnessCreams https://t.co/iOlHFaMHlN

— There_is_no_try (@akanna_42) October 23, 2021

Love is love but first you need to be fair skinned
– fem/dabur https://t.co/ivXg3v8Cuf

— arcy ⚓︎ (@johnnyswifee) October 23, 2021

Why would lesbian couple celebrate a allegedly patriarchal ritual like #KarwaChauth?

The conceptualisation of the ad itself is fundamentally flawed. It seems Dabur/Fem’s only objective was to get their share of stick and outrage.

Its a new featish among brands.

— Vikrant ~ विक्रांत (@vikrantkumar) October 23, 2021

Mixed feelings about this one – accepting non traditional relationships is good, but then promoting a misogynistic tradition and also spreading the “fair is beautiful” trope.

— The Shah of Blah ? (@mrgnk) October 23, 2021