Following backlash towards advertisements of Tanishq, Manyavar, FabIndia and Dabur, Indian fashion brand Sabyasachi's 'Mangalsutra' ad campaign is the latest to draw the ire of netizens.

Celebrity designer Sabyasachi Mukherjee recently became the talk of the town after his latest ad campaign, the Intimate Fine Jewellery collection, received backlash on social media. The pictures uploaded on the designer's official handle feature models with mangalsutras, as they pose in intimate positions. The campaign received criticism as netizens wondered why models were 'semi naked' in a mangalsutra advertisement, while some lauded for its unconventional design and not following norms.

In a series of posts published on Instagram and Facebook, Sabyasachi announced the launch of its "Intimate Fine Jewellery" titled "Royal Bengal Mangalsutra 1.2 and the Bengal Tiger Icon collection" which comprises "necklaces, earrings and signet ring in 18k gold with VVS diamonds, black onyx, coral and black enamel."

Sabyasachi Mukherjee's latest ad campaign triggers debate

This is not the first time the fashion designer has found himself amid controversy. He was recently in the news after his collaboration with H&M. Apart from sparking a meme fest online, artisans from the country also expressed their displeasure regarding the digitally printed designs having no connection with Indian craft. Sabyasachi is now in the news for the manner in which he marketed his most recent product, 'Royal Bengal Mangalsutra 1.2'.

Mangalsutras are commonly worn among Indian women after they get married, and Sabyasachi's Royal Bengal Mangalsutra ad campaign caused a stir on the internet. The description of the jewellery was accompanied by images that individuals believed were inappropriate for a mangalsutra campaign. The description read, "Introducing the Royal Bengal Mangalsutra 1.2 and the Bengal Tiger Icon collection of necklaces, earrings, bracelets and signet rings in 18k gold with VVS diamonds, black onyx, opals and black enamel."

Netizens took to Twitter and some mentioned they first thought it was a lingerie ad. A Twitter user also wondered if there was no other way to sell a Mangalsutra and questioned the designer regarding what he was really trying to sell. Some also demanded that Sabyasachi delete the ad and put out an apology, while others simply called it distasteful. A netizen also requested her followers to report the advertisement for nudity and wrote, "This is just not acceptable. They need to be shown that woke advertising will misfire".

Several netizens took to social media to share their disappointment about the ‘obscene’ ad that hurt Hindu religious sentiments, claiming it an attack on their culture!

One of the users wrote, “What are you exactly advertising? No one will wear this jewellery now coz you have shown the world the if I wear that jewellery I must be some cheapo! please take care of your campaigns [sic].”

Another advised, “Bizarre #Sabyasachi. He just gave an open invitation for getting himself trolled big time ! The ad agencies are going overboard to hurt public sentiments …get additional publicity for the product by creating some kind of controversy! This is the plan..ppl ! Don’t succumb [sic]!”

A section of netizens even called Sabyasachi for demeaning something as scared as as mangalsutra by selling it as a piece of intimate jewellery. A user even went onto claim that Sabysachi was promoting nudity and obscenity. "Really sabyasachi?? What's wrong with u these days, Who sell Mangalsutra like this. If u have guts sell burkha, tabij in this manners?? Stop Hindu discremation #Sabyasachi (sic)," a user tweeted. "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," tweeted a netizen.

Previously, Sabyasachi stoked a controversy when he had collaborated with fast-fashion brand H&M, after having himself been a promoter of slow, ethically produced fashion. Sabyasachi had issued a public apology after receiving massive backlash over his ill-received collection. 

As for the controversy over mangalsutra ad campaign, Sabyasachi is yet to make a statement. 

References:

dnaindia.com - DNA Web Team
deccanherald.com - DH Web Desk
republicworld.com - Written By Adelle Fernandes
deccanchronicle.com - Desk