Designer Sabyasachi withdraws mangalsutra ad after MP minister's '24-hour ultimatum'

Fashion designer Sabyasachi Mukherjee's label withdrew the promotional campaign for its mangalsutra collection on Sunday after Madhya Pradesh home minister Narottam Mishra issued a "24-hour ultimatum" and threatened to send the "police force".

"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.

WHAT HAD NAROTTAM MISHRA SAID?

Earlier on Sunday, MP minister Narottam Mishra told the media, "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 If this objectionable and obscene advertisement is not withdrawn, then a case will be registered against him and legal action will be taken. The police force will be sent for the action."

He called the advertisement 'objectionable' and said the mangalsutra is "jewellery of paramount importance".

Narottam Mishra added, "Why do such painful incidents take place only with Hindu symbols? If Mukherjee has courage, he should do it with some other religion, then we will understand that he is a real brave man."

WHAT DID THE ADVERTISEMENT SHOW?

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.

After the designer shared these pictures, it created a controversy as a section of social media users stated it was "against Hindu culture" and "obscene".

The mangalsutra is a necklace worn by married Hindu women.

DEJA VU?

Last week, Dabur India Private Limited had withdrawn its Fem cream bleach advertisement, which showed a same-sex couple celebrating Karva Chauth.

This came after minister Narottam Mishra termed the advertisement objectionable and warned that legal action would be taken against the company.

(With inputs from PTI)

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