The Mohey ad, is shown to ask for a daan of the groom as an addition to the Hindu wedding rituals. Parents then offer their children to each other and to the opposite family – an equal exchange takes place as a house gains a daughter, another gains a son leading to a balance in commitment in a marriage, seems to be the message.
Boycott Manyavar Trends On Twitter: Manyavar, a bridal wear brand recently released its new 41-second advertisement titled Kanyadaan featuring Alia Bhatt with the tagline “Tradition wahi, soch nayi” as they share the idea of of #KanyaMaan. Just five days after the official ad release, Twitter movement to #BoycottManyavar has started trending.
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The Mohey ad, is shown to ask for a daan of the groom as an addition to the Hindu wedding rituals. Parents then offer their children to each other and to the opposite family – an equal exchange takes place as a house gains a daughter, another gains a son leading to a balance in commitment in a marriage, seems to be the message.
Multiple Twitter users saw the ad as way to "demean the Hindu religion." Many believe it to be a "brand motive to target Hindu customs and traditions."
Various users began to explain the meaning of the ritual and proved their theory of how the ad degraded their religion.
Actor Kangana Ranaut slammed Alia Bhatt for the ad by saying that she believes the ad uses “shrewd divisive concepts and advertising.” In a long Instagram post by Ranaut where she had tagged the brand, she wrote, “Humble request to all brands ….. don’t use religion, minority, majority politics to sell things …. Stop manipulating naive consumer with shrewd divisive concepts and advertising… #mohey @aliaabhatt @moheyfashion @stylebyami”
Twitter boycotts of brands are not uncommon. Ads have been taken down due to the same like in case of the jewellery brand Tanishq.
In 2020, a jewellery brand Tanishq released two ads from the “Ekatvam” series where the Indian ritual of “godbharai” was the main subject and the other was in favour of a cracker-free Diwali in view of environmental health. The ads featured actors Neena Gupta, Sayani Gupta, Nimrat Kaur and Alaya Furniturwala.
It was reported that a manager at the brands’ store in Gandhidham, Gujarat was attacked by two individuals, following an uproar created by the “Ekatvam” ad campaign. The two ads were called “Anti-Hindu.” Following outrage over social media, the advertisements were taken down by Tanishq.
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