The label of the fashion designer Sabyasachi Mukherjee withdrew the advertising campaign for its Mangalsutra collection on Sunday after Madhya Pradesh Minister Narottam Mishra had given a “24-hour ultimatum” and threatened to send the “police”.
Sabyasachi (L); Photo from the Mangal Sutra Campaign (R)
The label of the fashion designer Sabyasachi Mukherjee withdrew Advertising campaign for its Mangassutra collection on the Sunday after Madhya Pradesh’s Interior Minister Narottam Mishra published a “24-hour ultimatum” and threatened to send the “police”.
“In the context of conveying heritage and culture to a dynamic conversation, the Mangasutra Campaign aimed to talk about inclusion and empowerment. The campaign was intended as a celebration and we are deeply saddened that it has instead offended part of our society. That’s why we at Sabyasachi decided to withdraw the campaign, ”wrote the designer’s company in an Instagram story.
WHAT DID NAROTTAM MISHRA SAY?
Earlier on Sunday MP Minister Narottam Mishra told the media: “I warned against such advertisements. I personally warn designer Sabyasachi Mukherjee and give him a 24-hour ultimatum. If this obscene and obscene advertisement is not withdrawn, then a case will be registered against him and legal action will be taken. The police are being sent to prosecute. “
He called the advertisement “objectionable” and said the Mangal Sutra was “jewelry of the utmost importance”.
Narottam Mishra added, “Why do such painful incidents happen only with Hindu symbols? If Mukherjee has courage, should he do it with another religion, then we will understand that he is a really brave man.”
WHAT DID THE ADVERTISEMENT SHOW?
The Mangasutra advertisement for Sabyasachi’s brand featured a woman wearing a plunging neckline dress and posing alone and in an intimate position with a man.
After the designer shared these images, it sparked controversy as part of the social media users stated that they were “against Hindu culture” and “obscene”.
The Mangal Sutra is a necklace worn by married Hindu women.
SEEN?
Last week, Dabur India Private Limited had withdrawn his fem cream bleach commercial showing a same-sex couple celebrating Karva Chauth.
This came after Minister Narottam Mishra described the complaint as objectionable and warned against taking legal action against the company.
(With entries from PTI)
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