Dabur’s Karwa Chauth commercial featuring same-sex couple sparks outrage on Twitter

Team Udayavani, Oct 24, 2021, 10:51 AM IST

Ad commercials are plentiful, especially during the festival season, and with Karwa Chauth, Diwali, and Dhanteras all falling within a few weeks of each other, products have been releasing advertisements, some of which have attempted to make a statement. Dabur’s Fem recently released out advertising that highlighted ‘Karva Chauth’ but made it more vibrant and inclusive, eliciting varied comments.

The ad then transitions to the following scene, which depicts both women standing in front of each other with an intricate sieve and an adorned thali, revealing that they are each other’s partners. While many complimented the ad for being progressive and LGBTQ-friendly, and for encouraging same-sex couples and relationships, it sparked a social media debate, as it often does.

While the commercial attempted to combine a traditional Hindu ritual with an inclusive message, it was met with disapproval on social media. And the issue didn’t appear to be solely about offending ‘Hindu beliefs,’ but also about catering to the prevalent fair complexion syndrome in Indian society, as well as an ‘often-criticized festival,’ according to some.

As much as I find the outrage over Fem Dabur ad fun, and the hypocrisy over skin colour, I still like the ad. And being someone who admires Karva Chauth, it's actually nice to see that Gay/Lesbian can observe fast for their partner, just like traditional straight couple 🙂

— Nived Nambiar (@NivedNambiar8) October 23, 2021

Love is love but first you need to be fair skinned
– fem/dabur https://t.co/ivXg3v8Cuf

— arcy ⚓︎ (@johnnyswifee) October 23, 2021

Well done, Fem/Dabur!

A nice film for a traditional, often-criticized festival by an otherwise conservative brand. pic.twitter.com/gHBTca6jP8

— Abhishek Baxi (@baxiabhishek) October 22, 2021

#Dabur has gone too far defaming #hindu festive.

Chomu #marketting #advertiser #models all are shameless!! #boycottdabur https://t.co/k36cyGgzVd

— Mehta (@metabhai) October 24, 2021

This is such a great ad and a move towards acceptance. Can’t understand why regressive thinkers are getting all spiced up about it.
Hats off to the courage of the ad maker and this concept!#Dabur #DaburAd #WellDoneDabur #LGBTQ https://t.co/1srP1sAmiY

— Pulkit Pandey (@iampulkitpandey) October 23, 2021

Bold advertisement. Hats off to Fem / Dabur group for going against the majority. I liked their open mindset and compassion towards everyone. Greater world needs to accept this reality and include them with others. #LGBTQ #fem @DaburIndia #burman @imohitburman @PunjabKingsIPL

— SM | Million Dollar Minds (@MlnDollarMinds) October 23, 2021

Fairness products are inherently casteist and racist. Adding an LGBTQI angle doesn’t change that ??‍♂️ #Fem #Dabur #FairnessCreams https://t.co/iOlHFaMHlN

— There_is_no_try (@akanna_42) October 23, 2021