After Dabur did it with its Fem bleach ad, another member of the deracinated gentry has used a Hindu symbol for his woke messaging. Designer Sabyasachi Mukherjee was brutally trolled on social media after pictures of his new jewellery ad campaign, purportedly meant to deliver a message of inclusion of the LGBTQ community in society, went viral on 27 October. His new collection is titled ‘Intimate Fine Jewellery’.
The official Instagram page of Sabyasachi released a series of pictures featuring models flaunting the brand’s newly launched mangalsutras, the thread married women in large parts of the country wear, which is considered sacred by Hindus.
The 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.
The ad campaign has not gone down well with a large section of social media users that has deemed the advertisement ‘obscene’. Several users took to social media to address their dissatisfaction and claimed that the advertisement is an attack on Hindu culture and hurts religious sentiments.
“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,” a user wrote in the Instagram comments section. “My disappointment is immeasurable and my day is ruined,” another user commented. “Jewellery is one of the beautiful piece of art .. could have advertised in (a) better way,” another comment read.
Check out more comments below:
Some users called out the designer for demeaning something as scared a the mangalsutra. “Really Sabyasachi? What’s wrong with you these days, Who sells mangalsutras like this? If you have guts, sell burqa or tabiz in this manners? Stop Hindu discrimination #Sabyasachi,” a user tweeted.
“This is shameful Act @sabya_mukherjee You are selling the mangalsutra by promoting nudity & obscene content with a hashtag #intimatefinejewellerybysabyasachi. This is intentional hurting of Hindu sentiments. Delete this post ASAP,” another tweet read.
Check out more tweets below.
Sabyasachi Mukherjee is yet to comment.