After Dabur Fem Bleach ad lesbian Karwachauth ad, fashion brand Sabyasachi has courted controversy in connection to its latest Mangalsutra ad which allegedly contains “obscene content” and “semi-naked models”. The ad also features same-sex couples. The advertisement received huge criticism from netizens.
Advocate Ashutosh Dubey, a practicing advocate and legal advisor to BJP Maharashtra Palghar district has issued a legal notice against designer Sabyasachi Mukherjee for using “semi-naked” models in a Mangalasutra ad.
I have issued a Legal notice to Sabyasachi Mukherjee Indian fashion designer regarding using "semi-naked models for a Mangalsutra collection advertisement as "Mangalsutra" is part of Holy Hindu Marriage.
He outraged the holy Hindu Marriage (Mangalsutra). pic.twitter.com/QPojQtiOKH
— ADV. ASHUTOSH J. DUBEY 🇮🇳 (@AdvAshutoshBJP) October 28, 2021
“I say that in your promotional social media posts feature models solo or in intimate positions with others. In one picture, a female model is seen wearing a 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,” the notice stated.
“I say that as you used “semi-naked models for a manglasutra ad” is outrageous it’s sentiments of Hindu marriage because The term manglasutra is a combination of two words mangal and sutra. The word mangal means an auspicious and sutra means thread – together mangalsutra means an auspicious thread uniting the souls and The groom ties the auspicious thread around the bride’s neck on the day of their holy nuptial as significance that their relationship would be as auspicious as the thread. It symbolises that they will be mates for life until death separates them and you are exhibiting the mangalsutra in obscene way is outrageous and baseless,” said Adv Dubey in the notice.
The notice further added, “I say that in India majority people associate mangalsutra with a religious custom, there is also a sound scientific justification behind it. Hindu culture emphasises on wearing mangalsutra made of pure gold and it is often advised that the mangalsutra should be hidden behind the inners and your promotional advertisement features heterosexual and same-sex couples posing for pictures wearing, The Royal Bengal Mangalsutra, which is a part of the designer’s intimate jewellery collection. These photos also feature models dressed in intimate apparel wearing a mangalsutra is outrageous and it is hurting religious sentiments.”
“I therefore, call upon you through this Notice that, on this holy relationship of “Hindu Marriage” by making such obscene as on “Mangalsutra” should be taken out and apologised to the public, under intimation within the period of 15 days, failing I am giving you clear instructions to publish the public statement and remove the “semi naked models for a Mangalsutra ad” or anything obscene related to holy Hindu marriage “Mangalsutra” and apologises to public otherwise you will be fully responsible for all costs, risks, responsibilities, expenses, and consequences thereof. Please note well,” Adv Dubey further stated in the notice.
The brand was mercilessly trolled by social media users.
“No! This is no lingerie or Condom Ad. This is Sabyasachi Mangalsutra Ad. Ultra Woke #Sabyasachi is so creatively bankrupt that he had to use semi-naked models for a Mangalsutra ad,” tweeted a user.
— Kanan Shah (@KananShah_) October 27, 2021
This is shameful Act @sabya_mukherjee
You are selling the Mangal sutra by promoting nudity & obscene content with a hashtag #intimatefinejewellerybysabyasachi
This is intentional hurting of Hindu sentiments
Delete this post ASAP.
— Yukti Rathi (@AdvYuktiRathi) October 27, 2021
Mangalsutra looks like this #Sabyasachi
It's not a random piece of fashion jewellery, it indicates the love and commitment the husband and wife have towards each other. pic.twitter.com/HB3r4Aa4A4
— Sheetal Chopra 🇮🇳 (@SheetalPronamo) October 27, 2021
I went to check out why #Sabyasachi is trending and did anyone else notice a man is wearing the mangalsutra?
I have nothing against LGBTQ, they can love or marry whomever they want.
But why are they only conditioning hindu practices to their nonsense pic.twitter.com/aagahl84xO
— 16 Eleven (@16eleven__) October 27, 2021