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Sabyasachi faces the heat: Gets trolled for Mangalsutra ads promoting new jewellery line

According to Twitterati, the campaign is hurting religious sentiments

Luxury retail brand and designer Sabyasachi became the latest brand to be trolled for its ads on social media. The brand was trolled heavily for allegedly hurting religious sentiments by promoting their ‘Royal Bengal Mangalsutra’ which is a part of their Intimate Fine Jewellery line.

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The campaign features same-sex and heterosexual couples as well as women sporting intimate wear.

The campaign did not go down well with a section of social media with several users accusing the designer of insulting the status of the Mangalsutra- a traditional ornament sported by married women in the country.

“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,” said a Twitter user.

The campaign has also divided the internet, while some people find it offensive; others are supporting and praising the campaign. Some have also termed it a smart marketing technique and are questioning the outrage.

In the past few weeks, many brands have been trolled about their campaigns on social media. Dabur India apologised and took down their Karwa Chauth campaign for its brand Fem that depicted a same-sex couple celebrating the festival.

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