New Delhi: After jewellery brand Tanishq last year and clothing brands Manyavar and Fabindia this year, consumer goods major Dabur is the latest brand to withdraw an advertisement after facing backlash online. An ad showing a same-sex couple celebrating Karva Chauth rolled out by Dabur for their product Fem Creme bleach was criticised by a section of social media users.
The company on Tuesday withdrew an advertisement for Karwa Chauth that celebrated inclusivity, equality and a progressive view of marriage, but also triggered a rush of harsh responses, including a crude response from Madhya Pradesh Home Minister Narottam Mishra.
In a brief statement, Dabur said: "Fem's Karwa Chauth campaign has been withdrawn from social media handles and we unconditionally apologise for unintentionally hurting people's sentiments."
Fem's Karwachauth campaign has been withdrawn from all social media handles and we unconditionally apologise for unintentionally hurting people's sentiments. pic.twitter.com/hDEfbvkm45
— Dabur India Ltd (@DaburIndia) October 25, 2021
Controversy over Dabur's ad was marked by a shocking statement from the Madhya Pradesh Home Minister this week, who slammed Dabur for making an ad about "lesbians celebrating Karwa Chauth" and continued: "In future, they will show two men taking 'feras' (marrying each other according to Hindu rituals)."
He said police had been told to order the company to withdraw the ad.
The Dabur ad in question shows two young women discussing the importance of Karwa Chauth and the reason for celebrating it as they prepare for the night.
The women are then seen facing each other - each with a sieve and a decorated plate - signalling they are partners, after which the Fem logo appears and a voiceover says: "glow with pride".
Dabur's ad was appreciated on social media for its "inclusive" message
The ad was widely appreciated on social media, with one person writing: "Well done, Fem/Dabur! A nice film for a traditional, often-criticized festival by an otherwise conservative brand."
Unfortunately, bigoted responses followed too; one person wrote: "Why doesn't Dabur or whoever comes up with similar ads for Xmas or Eid or any other festival? Why target Hindu festivals?"
The attack on Dabur comes days after Fabindia - yet another globally successful brand that highlights the government's 'made in India' approach - was pilloried for naming its collection 'Jashn-e-Riwaaz'.
That attack was led by Karnataka BJP MP Tejasvi Surya.
Fabindia too has now deleted the advertisement from social media
Tyre manufacturers Ceat Ltd also faced trolling after another Karnataka BJP MP, Anantkumar Hegde, slammed the brand for an "anti-Hindu" message - urging people to celebrate a green Diwali.