Sabyasachi, the Indian
designer brand, withdrew its “Mangalsutra” campaign on Sunday after facing
backlash over an advertisement which showed women and men in intimate positions.
The brand said it was “deeply saddened” that the advertisement had offended a
section of society. The withdrawal comes after the brand was criticised by a
section of social media users and politicians of the ruling Bharatiya Janata
Party (BJP) over the advertisement.

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The advertisements
portray a woman wearing a low neck-line dress and posing solo and another in an
intimate position with a man. The ads were criticised as a section of Indians
found the association of Mangalsutra — an auspicious thread worn by women on
the day of their marriage — with sensuality as depicted in the advertisement
morally questionable. Some even charged the designer of indulging in obscenity.

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Pictures of the
advertisement went viral on social media and some claimed that the campaign was
“anti-Hindu”.

The most potent
attack came from Narottam Mishra, home minister of Madhya Pradesh, who had
issued a 24-hour ultimatum to Sabyasachi Mukherjee to withdraw the
advertisement which has an “objectionable and obscene” portrayal of Mangalsutra
or face statutory action.

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“I have warned
earlier about such advertisements. I am personally warning designer Sabyasachi
Mukherjee, giving him a 24-hour ultimatum. If this objectionable and obscene
advertisement is not withdrawn, then a case will be registered against him and
legal action will be taken,” Mishra said while speaking to the media in Madhya
Pradesh’s Datia.

While withdrawing
the advertisement, the campaign issued a statement on Instagram saying: “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 offended a
section of our society. So, we at Sabyasachi have decided to withdraw the
campaign.”

Sabyasachi is
among a growing number of brands who have had to pull advertisements after
backlash on social media largely from members believed to be close to the Indian
establishment. Only a few days ago, Dabur faced backlash on social media as did
Fabindia, Tanishq and Manyavar.