Sabyasachi Mukherjee has lately been in the headlines for all the wrong reasons. The ace fashion designer faced ire from both, citizens and the netizens for his newly launched ‘Intimate Jewellery’ campaign featuring the Royal Bengal Mangalsutra 1.2. Now, putting the controversy to rest, Sabya has withdrawn his campaign after receiving a ’24-hour’ legal ultimatum from Madhya Pradesh’s Home Minister, Narrottam Mishra.
Sabyasachi issued a statement on its social media handle and apologized to those who were offended by its latest campaign. "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," he concluded.
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This decision came after receiving a ’24-hour’ legal ultimatum from Madhya Pradesh’s Home Minister, Narrottam Mishra. The minister, earlier on Sunday called the advertisement campaign objectionable. "I have warned earlier about such advertisements. I am personally warning designer Sabyasachi Mukherjee, giving him a 24-hour ultimatum. If this objectionable and obscene advertisement is not withdrawn, then a case will be registered against him and legal action will be taken. The police force will be sent for the action." As the mangalsutra is a sacred necklace worn by married Hindu women, the minister stated that this ‘obscene’ campaign hurt many religious sentiments. "Why do such painful incidents take place only with Hindu symbols? If Mukherjee has courage, he should do it with some other religion, then we will understand that he is a real brave man." Before Narrottam Mishra, Advocate Ashutosh Dubey, the legal advisor of BJP-Maharashtra Palghar district, too sent a legal notice to Sabyasachi.
I have issued a Legal notice to Sabyasachi Mukherjee Indian fashion designer regarding using "semi-naked models for a Mangalsutra collection advertisement as "Mangalsutra" is part of Holy Hindu Marriage.
He outraged the holy Hindu Marriage (Mangalsutra). pic.twitter.com/QPojQtiOKH
— ADV. ASHUTOSH J. DUBEY (@AdvAshutoshBJP) October 28, 2021
After Dabur, Tanishq and Fab India, Sabysachi’s mangalsutra becomes the fourth promotional campaign to be taken down owing to ‘hurting religious Hindu sentiments.’ Are these campaigns really ‘too woke’ for its time? What are your thoughts on this?
(Source- Instagram@SabyasachiMukherjee, India Today)
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