Designer brand Sabyasachi on Sunday withdrew its Mangalsutra campaign saying it was "deeply saddened" that the advertisement offended a section of the society, hours after Madhya Pradesh Home Minister Narottam Mishra issued a 24-hour ultimatum to Sabyasachi Mukherjee to withdraw the advertisement which has an "objectionable and obscene" portrayal of mangalsutra or else face statutory action.
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The campaign was accused of hurting religious sentiments as it depicted heterosexual and same-sex couples wearing the Mangalsutra. Some were also outraged about a model sporting intimate clothing to promote the product.
The luxury brand explained their move and said, “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.”
The said campaign was promoting their ‘Royal Bengal Mangalsutra’ which is a part of their Intimate Fine Jewellery line.
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