After facing severe backlash, the designer brand Sabyasachi on Sunday withdrew its Mangalsutra campaign and said it was “deeply saddened” that the advertisement offended a section of society.
The withdrawal came after Madhya Pradesh Home Minister Narottam Mishra on Sunday issued a 24-hour ultimatum to fashion and jewellery designer Sabyasachi Mukherjee to withdraw the advertisement with 'objectionable and obscene' portrayal of mangalsutra.
After pictures of the advertisement were posted on Instagram, there was a huge controversy with a section of social media users terming them as against Hindu culture and obscene. Hashtags such as #Sabyasachi_Insults_HinduCulture and #BoycottSabyasachi were trending on Twitter.
"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," Sabyasachi in a post on Instagram.
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