Designer brand Sabyasachi withdraws Mangalsutra ad campaign after severe backlash

Fashion designer Sabyasachi Mukherjee has withdrawn his Mangalsutra campaign after facing severe backlash.

In an Instagram Story, the designer label said it was "deeply saddened" that the advertisement offended a section of the society.


The brand clarified that the campaign in question was aimed at 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 post read.

The brand faced flak for its campaign images where a woman - wearing a low-neckline dress - was seen posing in an intimate position with a man.




Earlier on Sunday, Madhya Pradesh Home Minister Narottam Mishra issued a 24-hour ultimatum to withdraw the 'objectionable and obscene' advertisement or face statutory action. The advertisement was withdrawn hours after the warning.


After the posts went viral, the brand got into a huge controversy where some social media users termed them anti-Hindu culture and obscene. Hashtags such as #Sabyasachi_Insults_HinduCulture and #BoycottSabyasachi were trending on Twitter.

Various brands have lately been at the receiving end for their controversial commercials.

Last week, FMCG major and wellness firm Dabur India withdrew its advertisement on the festival of Karva Chauth showing a lesbian couple celebrating in the ad campaign of its Fem Creme bleach and issued an unconditional apology after facing backlash on social media platforms.

Earlier, Tata Group's jewellery brand Tanishq was forced to withdraw an advertisement that showed an interfaith couple at a baby shower organised for the Hindu bride by her Muslim in-laws.

Clothing brand Manyavar too was at the receiving end when its advertisement featuring Bollywood actor Alia Bhatt in wedding attire, appeared to question an old tradition.