Sabyasachi's new campaign faces flak for featuring woman in denim and bra wearing mangalsutra as 'fashion jewellery'

Tribune Web Desk

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Chandigarh, October 28

Sabyasachi is facing unending trolls online after launching a jewellery collection featuring a mangalsutra, which has not gone down well with Hindu religious sentiments.

Luxury label Sabyasachi’s recent advertisement has come under fire on Twitter by netizens for ‘misappropriating’ a mangalsutra.

The luxury label recently launched an Intimate Fine Jewellery collection featuring ‘The Royal Bengal Mangalsutra,’ and shared images of the new line on its official Instagram handle.

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A post shared by Sabyasachi (@sabyasachiofficial)

Starting from a price of Rs 1,65,000, the caption on the post describes it as “Introducing the Royal Bengal Mangalsutra 1.2 and the Bengal Tiger Icon collection of necklaces, earrings and signet rings in 18k gold with VVS diamonds, black onyx and black enamel”.

The advertisement campaign features a woman in denim and a bra and wearing a mangalsutra, which has been launched as part of the collection.

A mangalsutra is a symbol of marriage and the wife is meant to wear it all her life indicating the love and commitment the husband and wife have towards each other. A typical mangalsutra has two strings of black beads and a gold pendant.

Ace designer Sabyasachi selling Mangalsutra.

I appeal to all Insta users on my TL to go on their Insta handle and report this for nudity. This is just not acceptable. They need to be shown that woke advertising will misfire. The brands must back off from their new ad strategy! pic.twitter.com/jqw7KCfG8E

— Manisha Kadyan (@Miss_Kadyan) October 27, 2021

I thought Sabyasachi launched his new lingerie collection, no no..that’s a mangalsutra ad.
I’m so regressive, I didn’t notice. 😊 pic.twitter.com/ieRY4rrvcr

— ℳℴ𝓊𝓂𝒾𝓉𝒶 🇮🇳 (@_mou_mita) October 27, 2021