Sabyasachi withdraws mangalsutra ad: Luxury brand Sabyasachi has withdrawn its controversial ad for Royal Bengal Mangalsutra after widespread outrage. The campaign was criticised for portraying what is considered to be a revered ornament by many, in an "obscene" way. On October 31, Madhya Pradesh Home Minister Narottam Mishra had given Sabyasachi 24 hours to withdraw the campaign, threatening him with legal action.
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Sabyasachi Mukherjee's luxury label released a statement on Sunday, announcing its decision to draw curtains on the campaign. "In the context of making heritage and culture a dynamic conversation, the Mangalsutra campaign aimed to talk about inclusivity and empowerment," read the statement. It further said that the campaign was intended as a celebration and that the brand was deeply saddened that it has instead offended a section of society. "So we at Sabyasachi have decided to withdraw the campaign."
Mukherjee's label had launched a collection of intimate jewellery for men and women in the last week of October. The campaign for this lineup featured same-sex and heterosexual couples in intimate poses wearing various products launched under the collection. Some of the posters featured women in innerwear wearing mangalsutra, posing with other male and female models.
Soon after the campaign was launched on Sabyasachi's Instagram page, it was criticised for showcasing a sacred ornament in a bad light. On October 30, a Bombay High Court lawyer had issued a six-point legal notice to the designer for using "semi naked" models to promote Sabyasach mangalsutra.
"In one picture, a female model is seen wearing a black brassiere and Sabyasachi’s mangalsutra as her head rests on a shirtless male model is totally outrageous to entire Hindu community as well as Hindu marriage," read the notice. The lawyer had demanded that the designer should issue a public apology and pull down the campaign. Read more about it here.
Then on October 30, MP's Home Minister issued a warning to the designer, 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 "If this objectionable and obscene advertisement is not withdrawn, then a case will be registered against him and legal action will be taken.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 said.
After Sabyasachi withdrew the ad, Mishra warned the celebrated designer of ill consequences, if he used such advertising tactics again. "Sabyasachi Mukherjee has withdrawn the objectionable advertisement after my post. If he repeats such a thing, then direct action will be taken, no warning will be given," he said.
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He also went to appeal to Mukherjee and others like him to not hurt the sentiments of people.
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