Sabyasachi mercilessly trolled after viral mangalsutra ad campaign; If it is a lingerie or mangalsutra ad, asks netizens

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Sabyasachi faces heat over viral ad campaign; “Is it a lingerie or mangalsutra ad?,”asks netizens

Sabyasachi Mukherjee has launched his Mangalsutra collection, with an ad campaign titled as 'Intimate Fine Jewellery.' It has created wide uproar on social media and getting brickbats too.

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October 28, 2021 16:42 IST
Sabyasachi faces heat over viral ad campaign; “Is it a lingerie or mangalsutra ad?,”asks netizens
Sabyasachi faces heat over viral ad campaign; “Is it a lingerie or mangalsutra ad?,”asks netizens

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

 

A post shared by Sabyasachi (@sabyasachiofficial)

 

View this post on Instagram

 

A post shared by Sabyasachi (@sabyasachiofficial)

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:

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