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- Published: October 28, 2021 16:42
New Delhi: After the controversial ads of Dabur and FabIndia ignited emotions of people eventually leading to their closure or withdrawal, this time fashion designer Sabyasachi Mukherjee is the line of fire for portraying obscenity in promoting his mangalsutra collection. He has been mercilessly trolled after pictures of his new jewellery ad campaign featuring mangalsutra line, The Royal Bengal Mangalsutra, went viral on Wednesday.
The campaign titled “Intimate Fine Jewellery” featured heterosexual as well as same-sex couples showcasing mangalsutra. The couples were seen in intimate apparel wearing mangalsutra around their neck. Mangalsutra is a type of Indian jewellery worn by Indian women around their neck after their wedding, as a symbol of their marriage.
On the official Instagram page of Sabyasachi, a series of pictures were posted from the ad campaign which took the netizens by storm. The intimacy of the pictures has been highly objected and netizens showed disappointment after seeing the campaign. Many of them expressed anger and disgust against the ad, while some others took the angle of attack on Hindu culture and hurting of religious sentiments.
Here are the pictures from Sabyasachi’s Mangalsutra ad campaign:
View this post on Instagram
View this post on Instagram
Sabyasachin brutally trolled for obscenity in ad campaign
One of the Instagram users wrote, “What are you exactly advertising? No one will wear this jewellery now coz you have shown the world the if I wear that jewellery I must be some cheapo! please take care of your campaigns (sic),” while another stated, “My disappointment is immeasurable and my day is ruined (sic),” another user commented. “Jewellery is one of the beautiful piece of art .. could have advertised in better way (sic),”
Some Twitterati also initiated a protest against the campaign on the micro-blogging site. Check out the posts here:
Really sabyasachi??
What’s wrong with u these days,
Who sell Mangalsutra like this.
If u have guts sell burkha, tabij in this manners??
Stop Hindu discremation #Sabyasachi pic.twitter.com/KL2DiqDIAI— Kanan Shah (@KananShah_) October 27, 2021
This is shameful Act @sabya_mukherjee
You are selling the Mangal sutra by promoting nudity & obscene content with a hashtag #intimatefinejewellerybysabyasachi
This is intentional hurting of Hindu sentiments
Delete this post ASAP.
Link of insta post :- https://t.co/oQkhulxKmS pic.twitter.com/u0jlSoaFhT
— Yukti Rathi (@AdvYuktiRathi) October 27, 2021
Mangalsutra looks like this #Sabyasachi
It’s not a random piece of fashion jewellery, it indicates the love and commitment the husband and wife have towards each other. pic.twitter.com/HB3r4Aa4A4
— Sheetal Chopra ?? (@SheetalPronamo) October 27, 2021
No other way to show ‘Mangalsutra’ ?
What are u actually selling #Sabyasachi ?
Matlab kuch bhi!!!!!#jewellery @ShefVaidya pic.twitter.com/iFwXgh40lW— Bhagyashri Patwardhan (@bvpat2501) October 27, 2021
No! This is no lingerie or C0nd0m Ad.
This is Sabyasachi Mangalsutra Ad.
Ultra Woke #Sabyasachi are so creatively bankrupt that they have to use semi naked models for a Mangalsutra ad.#BoycottSabyasachi #Femina pic.twitter.com/dim9YpJhgF
— श्रद्धा | Shraddha ?? (@immortalsoulin) October 27, 2021
Mangalsutra is a pious thread. It signifies the sacred union of marriage. U can do advertisement in this way,it looks really beautiful (pic-1) not in this vulgar way (pic-2). Why intolerant ones are jumping for boycott? No need tho. Dlt that ad and apologize. Enough! #Sabyasachi pic.twitter.com/m6akHGarNO
— Me is Paro (@Aye_Paro) October 27, 2021
#Sabyasachi , this designer guy has everyone’s attention now! Doesn’t matter if this ad is pretty deplorable
— Shiv Kumar Sinha (@ShivKum88936191) October 28, 2021
So the latest target of the Hindutva hate brigade is designer #Sabyasachi & his eponymous #brand..!
They have zeroed in on one in a series of ads for a new jewellery line & are apoplectic about it..
Because if it wasn’t for this ad, they’d have totally shopped #Sabyasachi…?
— Roopali Srivastava (@RoopaliSriv) October 28, 2021