Designer Sabyasachi Mukherjee Takes Down Controversial Mangalsutra Ad Campaign After MP Minister's '24-Hour Ultimatum'
Designer Sabyasachi's label withdrew the promotional campaign for its mangalsutra collection on Sunday after MP minister issued a '24-hour ultimatum.
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Fashion designer Sabyasachi Mukherjee's latest mangalsutra ad campaign has been facing major wrath from the netizens. On Sunday, Sabyasachi's label withdrew the promotional campaign for its jewellery brand after Madhya Pradesh home minister Narottam Mishra issued a '24-hour ultimatum' and threatened to send the 'police force'.
The designer's company took to Instagram stories and wrote, "In the context of making heritage and culture a dynamic conversation, the Mangalsutra campaign aimed to talk about inclusivity and environment. 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."
According to an India Today report, earlier on Sunday, MP minister Narottam Mishra told the media, "I have warned earlier about such advertisements. I am personally warning designer Sabyasachi Mukherjee, giving him a 24-hour ultimatum. If this objectionable and obscene advertisement is not withdrawn, then a case will be registered against him and legal action will be taken. The police force will be sent for the action." He called the advertisement 'objectionable' and said that the mangalsutra is 'jewellery of paramount importance.' ALSO READ:Sabyasachi’s Latest Fine Jewellery Campaign Receives Flak; Netizens Ask, 'Lingerie Or Mangalsutra Ad?'
Talking about the ads, the now-deleted photos, posted on Sabyasachi's Instagram handle last week, showed a woman wearing a low-neckline dress and posing solo and in an intimate position with a man. It didn't do down well with many who called out the designer for the campaign.
Image Source:Instagram/Sabyasachi/SpotboyEArchives
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