Sabyasachi receives warning from MP minister over mangalsutra ad

The controversy surrounding designer Sabyasachi Mukherjee's advertising campaign for his latest collection of 'mangalsutra' necklaces continues with a stark warning issued by Madhya Pradesh Home Minister Narottam Mishra who has demanded the designer take the offending campaign down within 24 hours or face legal action.

"I have seen the advertisement. It is very objectionable and hurting to religious sentiments. The yellow part of a mangalsutra stands for Parvati, while the black part represents Shiv. A mangalsutra stands for conjugal happiness. I have already raised objections before. Now I am warning designer Sabyasachi Mukherjee personally and giving him an ultimatum of 24 hours," the Madhya Pradesh minister said, issuing a video message.

The advertising campaign for Sabyasachi's 'Intimate Fine Wear" collection used semi-naked or scantily clad models which has offended a section of conservative Hindus who deemed the ad 'obscene' and 'inappropriate' and have compared it to a lingerie ad.

BJP legal advisor Ashutosh Dubey has already issued a legal notice against the designer which targets the advertising campaign as offensive to Hindu sentiments and which denigrates the Hindu symbol of marriage which is represented by the mangalsutra.

"...Mangalsutra means an auspicious thread uniting the souls and the groom ties the auspicious thread around the bride's neck on the day of their holy nuptial...It symbolises that they will be mates for life until death separates them and you are exhibiting the "Mangalsutra" in an obscene way is outrageous and baseless," the legal notice sent to the designer by BJP legal advisor said.