Journalism of Courage
This is an archive article published on October 28, 2021
Sabyasachi removes ad campaign for luxury mangalsutra after social media backlash
Sabyasachi recently launched Royal Bengal Mangalsutra 1.2 as part his latest jewellery collection
Sabyasachi's ad campaign for his 'Intimate Fine Jewellery' collection received backlash online. (Source: sabyasachiofficial/Instagram)
Fashion designer Sabyasachi’s latest ‘Intimate Fine Jewellery’ collection has been receiving backlash on social media.
What has particularly irked a section of social media users is a series of advertisements for the label’s Royal Bengal Mangalsutra 1.2.
On Sunday, the ace designer took to Instagram to state that he was “deeply saddened” that the campaign “offended a section of our society”, adding that it was being withdrawn.
The designer took to social media to make the announcements. (Photo: Sabyasachi/Instagram)
“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 label said in a statement.
Notably, the withdrawal follows a 24-hour ultimatum to the designer by Madhya Pradesh Home Minister Narottam Mishra who said that the advertisement has an “objectionable and hurtful” portrayal of mangalsutra and should be taken down, failing which he would face legal action.
फैशन डिजाइनर सब्यसाची मुखर्जी के मंगलसूत्र का विज्ञापन बेहद आपत्तिजनक और मन को आहत करने वाला है।
अगर 24 घंटे में आपत्तिजनक विज्ञापन नहीं हटाया तो #SabyasachiMukherjee के खिलाफ केस रजिस्टर्ड कर वैधानिक कार्रवाई की जाएगी।#Sabyasachi pic.twitter.com/iGl9lp3gsR
— Dr Narottam Mishra (@drnarottammisra) October 31, 2021
“Fashion designer Sabyasachi Mukherjee’s mangalsutra advertisement is highly objectionable and hurtful,” Mishra tweeted on Sunday. “If the objectionable advertisement is not removed within 24 hours, legal action will be taken against him.”
View this post on Instagram
The promotional photoshoot features models wearing the mangalsutra while posing solo or in intimate positions with others. In one of the pictures, there is also a female model wearing a black brassiere along with the mangalsutra, resting her head on a shirtless male model.
View this post on Instagram
Netizens took to Twitter to criticise the ad campaign for using “semi naked models for a Mangalsutra ad.”
No! This is no lingerie or C0nd0m Ad.
This is Sabyasachi Mangalsutra Ad.
Ultra Woke #Sabyasachi are so creatively bankrupt that they have to use semi naked models for a Mangalsutra ad.#BoycottSabyasachi #Femina pic.twitter.com/dim9YpJhgF
— श्रद्धा | Shraddha 🇮🇳 (@immortalsoulin) October 27, 2021
“I thought Sabyasachi launched his new lingerie collection, no no…that’s a mangalsutra ad. I’m so regressive, I didn’t notice,” wrote another user.
I thought Sabyasachi launched his new lingerie collection, no no..that’s a mangalsutra ad.
I’m so regressive, I didn’t notice. 😊 pic.twitter.com/ieRY4rrvcr— ℳℴ𝓊𝓂𝒾𝓉𝒶 🇮🇳 (@_mou_mita) October 27, 2021
The luxury mangalsutra is made of 18k gold with black onyx and pearls. It costs Rs 1,65,000.
View this post on Instagram
Here’s how others reacted on Twitter:
No other way to show ‘Mangalsutra’ ?
What are u actually selling #Sabyasachi ?
Matlab kuch bhi!!!!!#jewellery @ShefVaidya pic.twitter.com/iFwXgh40lW— Bhagyashri Patwardhan (@bvpat2501) October 27, 2021
Ace designer Sabyasachi selling Mangalsutra.
Hey #Sabyasachi you selling mangalsutra or obscenity.Shameful.#sabyasachijewelry pic.twitter.com/XIWX5Pas43
— Vandana Gupta 🇮🇳 (@im_vandy) October 27, 2021
Earlier in August, Sabyasachi received flak for selling “overpriced” cotton saris worth Rs 9,999, as part of his collaboration with H&M. In an official statement on Instagram, the designer said the collaboration was a kind of “wish fulfillment”.
He wrote, “When H&M first came to me with the idea of the collaboration, I was very excited that I could finally reach out to the massive Sabyasachi tribe worldwide, even if it was just this once. I knew they had the power and distribution to make it happen. And it happened.”
What is your opinion on Sabyasachi’s mangalsutra campaign?
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