Sabyasachi roasted online for new mangalsutra collection
In its thinly veiled attempt to attract publicity, Sabyasachi is being criticised for its inappropriate display of the mangalsutra on Twitter. The question that now arises is how far are brands willing to go to attract public attention?
Indian fashion designer Sabyasachi Mukherjee’s new jewellery collection is under fire on Twitter for hurting Hindu sentiments.
WHAT: ‘The Royal Bengal Mangalsutra Collection 1.2’ features mangalsutras made of 18k gold, corals, onyx and pearls, and are priced at Rs 1,65,000 and upward. The social media advertisement campaigns feature a plus-sized model in a black bra, sporting a mangalsutra and bindi, hugging a shirtless man in the photoshoot.
Here is Sabyasachi's original advertisment:
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WHY: Sabyasachi, the designer and his eponymous brand are being roasted online for the new ad campaign. Several people on Twitter have criticised the brand for its 'inappropriate' display of the mangalsutra. Many also pulled up the brand for equating the mangalsutra to fashion jewellery. The campaign also features a gay man sporting a mangalsutra in the photoshoot, which many on social media have questioned. One Twitter user wrote, "I went to check out why #Sabyasachi is trending and did anyone else notice a man is wearing the mangalsutra? I have nothing against LGBTQ, they can love or marry whomever they want. But why are they only conditioning hindu practices to their nonsense (sic)."
THE CRITICISM: Here are a few Twitter reactions:
Only thing you can do about this ‘ad’ is to report it for ‘nudity and sexual activity’. The minute you make any comment about the model, Sabyasachi flashes the platinum victim card and cries ‘body shaming’ ‘racism’, ‘why Indians hate dusky skin’ etc etc. Do NOT fall in the trap! pic.twitter.com/wa77Lo9m6n
— Shefali Vaidya. ?? (@ShefVaidya) October 27, 2021
Mangalsutra looks like this #Sabyasachi It's not a random piece of fashion jewellery, it indicates the love and commitment the husband and wife have towards each other. pic.twitter.com/HB3r4Aa4A4
— Sheetal Chopra ?? (@SheetalPronamo) October 27, 2021
This is embarrassing. When I saw the picture I thought it was about lingerie but it is disgusting that this is a mangalsutra ad. #Sabyasachi is playing with the sentiments of Indian women. https://t.co/j7a0uPxhZm
— Deeksha Chauhan (@Aarambh__) October 27
Really sabyasachi??What's wrong with u these days,Who sell Mangalsutra like this.If u have guts sell burkha, tabij in this manners??Stop Hindu discremation #Sabyasachi pic.twitter.com/KL2DiqDIAI
— Kanan Shah (@KananShah_) October 27, 2021
I went to check out why #Sabyasachi is trending and did anyone else notice a man is wearing the mangalsutra? 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
— 16 Eleven (@16eleven__) October 27, 2021
Fashion designer Sabyasachi Mukherjee or the brand is yet to comment on the criticism.
IN THE PAST: This is not the first time the brand has come under fire for its campaigns. While talking about his new collection Paradise Lost in 2019, Sabyasachi Mukherjee said, “If you see a woman ‘overdressed’, caked with makeup, armoured with jewellery, it is most likely that she is wounded” in an Instagram post. After much deserved criticism, Sabyasachi accepted this statement to be “flawed”, and posted on Instagram an explanation “to set the record straight”.
In recent time, brands like Fabindia, Manyaavar and Dabur have also come under fire for 'hurting Hindu sentiments' in their attempt to make advertising 'woke'.
THE O: Every brand wants publicity. How they ensure that publicity for themselves is what they need to decide. In today's politically charged social-mediascape, getting trolled for advertisements might not be the best way to achieve that end.