New Delhi: Designer Sabyasachi Mukherjee on Sunday withdrew an advertisement campaign for his new jewellery line after social media backlash and hours after Madhya Pradesh Home Minister Narottam Mishra issued an ultimatum to the brand to withdraw the advertisement.
The minister had termed the ad as having ''objectionable and obscene'' portrayal of the mangalsutra, the traditional thread or chain signifying marital status of a woman.
"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 company said in a statement.
The move came after Madhya Pradesh Home Minister Narottam Mishra on Sunday issued a 24-hour ultimatum to Mr Mukherjee, demanding that he withdraw the advertisement with an "objectionable and obscene" portrayal of mangalsutras - the traditional Hindu necklace for married women - else face arrest.
The mangalsutra advertisement by Sabyasachi's brand featured intimate portraits of women and men. After the designer shared these pictures, it sparked controversy as a section of social media users deemed it "against Hindu culture" and "obscene".
Sabyasachi's is the latest made-in-India brand to blink in the face of online abuse and bigoted bullying by BJP leaders after consumer goods giant Dabur, clothing brands Manyavar and Fabindia, and jewellery brand Tanishq last year.
Just this week, Dabur withdrew an advertisement for Karwa Chauth that it said celebrated inclusivity, equality and a progressive view of marriage, but also triggered a rush of harsh responses, including a crude response from the same minister Narottam Mishra.
Mr Mishra 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.