Sabyasachi faces troll with the new mangalsutra ad

Team Udayavani, Oct 28, 2021, 1:13 PM IST

Designer Sabyasachi Mukherjee is facing unending trolls online after the luxury label shared images of his new line ‘Intimate Fine Jewellery’ collection.

Sabyasachi’s official Instagram feed shared a series of photos of models wearing the brand’s newly launched mangalsutras.

The Royal Bengal Mangalsutra, which is part of the designer’s intimate jewellery collection, is worn by heterosexual and same-sex couples in the promotional advertisement. The models are clad in intimate attire and wearing a mangalsutra in these photographs.

 

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A post shared by Sabyasachi (@sabyasachiofficial)

The ad campaign has now been labelled ‘obscene’ by a part of the internet. Several people turned to social media to express their displeasure with the advertisement, claiming that it is an attack on Hindu culture and damages religious emotions.

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

This is shameful Act @sabya_mukherjee

You are selling the Mangal sutra by promoting nudity & obscene content with a hashtag #intimatefinejewellerybysabyasachi

This is intentional hurting of Hindu sentiments

Delete this post ASAP.

Link of insta post :- https://t.co/oQkhulxKmS pic.twitter.com/u0jlSoaFhT

— Yukti Rathi (@AdvYuktiRathi) October 27, 2021

Outraging public decency is punishable #Sabyasachi @sabya_mukherjee

Hindu married women wear Mangal sutra and it is considered a sacred Hindu custom and ritual.

This post is hurting Hindu sentiments. @KapilMishra_IND @ShefVaidya

— Yukti Rathi (@AdvYuktiRathi) October 27, 2021

No other way to show 'Mangalsutra' ?
What are u actually selling #Sabyasachi ?
Matlab kuch bhi!!!!!#jewellery @ShefVaidya pic.twitter.com/iFwXgh40lW

— Bhagyashri Patwardhan (@bvpat2501) October 27, 2021

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

No! This is no lingerie or C0nd0m Ad.

This is Sabyasachi Mangalsutra Ad.

Ultra Woke #Sabyasachi are so creatively bankrupt that they have to use semi naked models for a Mangalsutra ad.#BoycottSabyasachi #Femina pic.twitter.com/dim9YpJhgF

— श्रद्धा | Shraddha ?? (@immortalsoulin) October 27, 2021