Designer Sabyasachi withdraws mangalsutra ad after social media backlash and Minister’s ultimatum
New Delhi: Fashion designer Sabyasachi Mukherjee withdrew the promotional campaign for the mangalsutra collection on Sunday.
The designer was forced to take this step after Madhya Pradesh Home Minister, Narottam Mishra issued a 24-hour ultimatum and threatened to send police force.
Sabyasachi Mukherjee has withdrawn the objectionable advertisement after my post. If he repeats such a thing,then direct action will be taken,no warning will be given. Appeal to him & those like him to not hurt sentiments of people: Madhya Pradesh Home Minister Dr Narottam Mishra pic.twitter.com/XkFPXw3pna
— ANI (@ANI) November 1, 2021
“In the context of making heritage and culture a dynamic conversation, the Mangalsutra campaign aimed to talk about inclusivity and empowerment. The campaign was intended as a celebration and we are deeply saddened 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.
It is noteworthy that, the mangalsutra advertisement by Sabyasachi’s brand showed a woman wearing a low-neckline dress and posing solo and in an intimate position with a man.
The designer received severe backlash on social media as soon as he shared these pictures. Social media users stated it was “against Hindu culture” and “obscene”.
The mangalsutra is a necklace worn by married Hindu women.