New Delhi: India’s season of retracted ad campaigns found its newest corporate patron on Sunday in fashion designer Sabyasachi Mukherjee’s label as it pulled promotional material for its mangalsutra collection after a Madhya Pradesh minister threatened to send the police after him.
“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,” the company said in a statement.
The move came after Madhya Pradesh Home Minister Narottam Mishra on Sunday issued a 24-hour ultimatum to Mr Mukherjee, demanding that he withdraw the advertisement with an “objectionable and obscene” portrayal of mangalsutras – the traditional Hindu necklace for married women – else face arrest.
