Mangalsutra ad sparks row: Sabyasachi trolled for viral mangalsutra campaign. it is not a lingerie ad, asks Internet

Sabyasachi’s newly launched ad campaign to promote his brand’s mangalsutras has not gone down well with a section of the internet. They have deemed the advertisements as ‘obscene’.

  • Days after Dabur withdrew its Karwa Chauth ad featuring a same-sex couple after massive outrage and allegations of hurting religious sentiments, now designer Sabyasachi Mukherjee is in the eye of a right wing storm for allegedly insulting the Hindu symbol of marriage, the mangalsutra in his new jewellery ad campaign. His new collection is titled ‘Intimate Fine Jewellery’.The promotional advertisement features heterosexual and same-sex couples posing for pictures wearing The Royal Bengal Mangalsutra, which is a part of the designer’s intimate jewellery collection. source: indiatoday

Days after Dabur withdrew its Karwa Chauth ad featuring a same-sex couple after massive outrage and allegations of hurting religious sentiments, now designer Sabyasachi Mukherjee is in the eye of a right wing storm for allegedly insulting the Hindu symbol of marriage, the mangalsutra in his new jewellery ad campaign. His new collection is titled ‘Intimate Fine Jewellery’.

The promotional advertisement features heterosexual and same-sex couples posing for pictures wearing The Royal Bengal Mangalsutra, which is a part of the designer’s intimate jewellery collection.

The post received mixed responses from users. While a few appreciated him for filing the notice, others felt that it was pointless. Here are some comments supporting the step:

“Great work Ashutosh Ji. All this brands who insult our Hindu religion and sentiments needs to be brought to task.”

“Those who take too much liberty with our hindu customs ought to b taught a lesson via court.well done!”

“Eaxctly what sabyasachi wants! It has become a trend for brands to evoke negative publicity. They know no substantial action will be taken. We need to stop this non sense.”

However, a few did not understand the reason behind taking offence to Sabyasachi’s ad campaign.

“Wait, how is a woman wearing a bra and leaning on a man contradictory to Hindu marriage?”

“You guys don’t have any other work but to be offended by all this. Grow up and be more concerned about unemployment, fuel rise, etc. Dont mislead people into controversies that are superficial.”

“do file a case against Khajuraho temples and other temples in the country to cover naked goddesses with clothes! Thank you

The luxury label Sabyasachi’s has recently launched an Intimate Fine Jewellery collection featuring ‘The Royal Bengal Mangalsutra,’ and shared images of the new line on its official Instagram handle. The ad campaign features a woman in denim and a bra and wearing a Mangalsutra, which has been launched as part of the collection.