Same-Sex Karwa Chauth Ad Withdrawn Due To "Public Intolerance": Justice Chandrachud

Dabur's same-sex Karwa Chauth advertisement had to be pulled down due to the "public intolerance" that surrounded it, Justice DY Chandrachud said recently at an event. The Supreme Court judge was speaking at the launch of a legal awareness programme for women empowerment organised by the National Legal Services Authority (NALSA) and the National Commission for Women (NCW).

Justice Chandrachud was elaborating on real-life instances of "injustice against women" when he mentioned, "Just two days ago, there was an advertisement which a company was required to pull down - the advertisement was Karwa Chauth by a same-sex couple. It had to be withdrawn on the ground of public intolerance," as quoted by Live Law. 

Homegrown consumer goods company Dabur came under fire last month for an ad film for their Fem bleach product that showed a lesbian couple celebrating Karwa Chauth, a Hindu festival in which wives observe a day-long fast for their husbands. The ad drew polar reactions online, with some praising the company for LGBTQIA+ representation and others claiming it was an attack on their religion.

Many from the queer community too were critical of the ad's use of a same-sex couple in the context of a festival that is often accused of furthering gender inequality. Following the response, Dabur pulled their Karwa Chauth ad, issuing an apology on October 25.

Fem's Karwachauth campaign has been withdrawn from all social media handles and we unconditionally apologise for unintentionally hurting people’s sentiments. pic.twitter.com/hDEfbvkm45

— Dabur India Ltd (@DaburIndia) October 25, 2021

Same-Sex Karwa Chauth Ad & Others Come Under The Public Scanner

The withdrawal of the Dabur ad came not long after Madhya Pradesh Home Minister Narottam Mishra threatened legal action against the brand. Raising objection, he said "such advertisements and clippings are made on the rituals of Hindu festivals only. They showed lesbians celebrating Karva Chauth and seeing each other through a sieve. In future, they will show two men taking feras."

Mishra is also one of many who spoke up against fashion brand Sabyasachi's slate of advertisements, which included the representation of a mangalsutra - a sacred marital thread many Hindu women wear - on a lingerie clad body. "If the objectionable advertisement is not removed within 24 hours, legal action will be taken against him," he tweeted Sunday. A legal notice had already been sent to the label by a Bharatiya Janata Party (BJP) legal advisor from Maharashtra; read here.

By Sunday evening, Sabyasachi pulled down the series of ads posted on their Instagram handle along with a statement that said "The campaign was intended as a celebration and we are deeply saddened that it has instead offended a section of our society" and "was intended as a celebration... we are deeply saddened that it has instead offended a section of our society."

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