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.
I thought Sabyasachi launched his new lingerie collection, no no..that's a mangalsutra ad.— ℳℴ???????????????????? ???????? (@_mou_mita) October 27, 2021
I'm so regressive, I didn't notice. pic.twitter.com/ieRY4rrvcr
Boycotting #Sabyasachi won't help. Infact, it is way too expensive & not many can afford it.— Preetam Rao (@Preetam_M_Rao) October 27, 2021
He shd be slapped with multiple cases for hurting Religious Sentiments.
His life can be made a miserable Hell.
I went to check out why #Sabyasachi is trending and did anyone else notice a man is wearing the mangalsutra?— 16 Eleven (@16eleven__) October 27, 2021
I have nothing against LGBTQ, they can love or marry whomever they want.
But why are they only conditioning hindu practices to their nonsense pic.twitter.com/aagahl84xO
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.
The one thing that is clear is that companies can get a lot of buzz with very little media spend, by just getting the the ultrasensitive to outrage.— Harini Calamur (@calamur) October 28, 2021
and, it doesn't take them much to outrage. #sabyasachi managed a good brand launch - his company making mangalsutra, free :) pic.twitter.com/oRZiHoUp9d
How can you boycott #Sabyasachi when you can't afford it?— Shweta Sengar (@ShwetaSengar) October 28, 2021
I can’t even afford half a sleeve by #Sabyasachi yet so many tweeps are boycotting his brand.— ???????????????????????? (@Aparna) October 27, 2021
Clearly I have the demographics pinned all wrong.
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.