The country’s famous designer Sabyasachi Mukherjee recently faced public opposition due to one of his advertisements. This advertisement was of a mangalsutra, which had a strong reaction on social media on the way it was shown. There was a constant demand to remove this ‘objectionable’ ad. At the same time, Madhya Pradesh Home Minister Narottam Mishra had also given a 24-hour ultimatum to Sabyasachi to remove it.
Given the huge controversy over the Mangalsutra advertisement, Sabyasachi has withdrawn this Mangalsutra advertisement campaign on Sunday. During this, he said that it is very sad that this advertisement angered a section of society. He said that the Mangalsutra campaign aimed to talk about inclusivity and empowerment.
In a post on Instagram, Sabyasachi said, “The campaign was intended as a celebration and we are deeply saddened that it has hurt a section of our society. Hence we have decided to withdraw the campaign. “
Sabyasachi’s mangalsutra ad depicts a woman in a deep neck dress and mangalsutra in an intimate position with a man. Controversy erupted after the designer shared this picture and social media users called it uncivilized and against Hindu culture.
Ever since the pictures of the ad were posted on Instagram, people have been expressing their opinion on it in different ways. It is even being told as an attack on Hindu culture.
Hashtags like #Sabyasachi_Insults_HinduCulture and #BoycottSabyasachi were trending on Twitter.
24-hour ‘ultimatum’ to remove ‘objectionable’ ad
Madhya Pradesh Home Minister Narottam Mishra on Sunday gave a 24-hour ‘ultimatum’ to fashion and jewellery designer Sabyasachi Mukherjee to remove the ‘objectionable and obscene’ advertisement of mangalsutra and warned that if he does not remove it within 24 hours, his Legal action will be taken by registering a case against him.
Mishra had earlier also termed as objectionable the advertisement of Dabur India Limited’s product Fame Cream Bleach showing a homosexual female couple celebrating Karva Chauth and looking at each other through a sieve. Dabur withdrew the advertisement last week after the minister had directed to take legal action against the company.
Mishra told the media in Datia in the state, “I saw fashion designer Sabyasachi Mukherjee’s advertisement for mangalsutra. Very objectionable. My heart is hurt too. The most important piece of jewellery is the mangalsutra. We believe that the yellow part of the mangalsutra symbolizes Mother Parvati and the black part of Lord Shiva, by its grace the woman and her husband are protected. Married life becomes happy by the grace of Maa Parvati.
He said, “I have warned earlier also and this designer, Sabyasachi Mukherjee, I am personally warning him and also giving a 24-hour ultimatum. If he does not remove this objectionable and obscene advertisement within 24 hours, then a case will be registered against him. Legal action will be taken.”