Legal Notice Issued Against Designer Sabyasachi Mukherjee For Using Semi-Naked Models In Mangalsutra Ad

After Dabur Fem Bleach ad lesbian Karwachauth ad, fashion brand Sabyasachi has courted controversy in connection to its latest Mangalsutra ad which allegedly contains “obscene content” and “semi-naked models”. The ad also features same-sex couples. The advertisement received huge criticism from netizens.

Advocate Ashutosh Dubey, a practicing advocate and legal advisor to BJP Maharashtra Palghar district has issued a legal notice against designer Sabyasachi Mukherjee for using “semi-naked” models in a Mangalasutra ad.

“I say that in your promotional social media posts feature models solo or in intimate positions with others. In one picture, a female model is seen wearing a brassiere and Sabyasachi’s mangalsutra as her head rests on a shirtless male model is totally outrageous to entire Hindu community as well as Hindu marriage,” the notice stated.

“I say that as you used “semi-naked models for a manglasutra ad” is outrageous it’s sentiments of Hindu marriage because The term manglasutra is a combination of two words mangal and sutra. The word mangal means an auspicious and sutra means thread – together mangalsutra means an auspicious thread uniting the souls and The groom ties the auspicious thread around the bride’s neck on the day of their holy nuptial as significance that their relationship would be as auspicious as the thread. It symbolises that they will be mates for life until death separates them and you are exhibiting the mangalsutra in obscene way is outrageous and baseless,” said Adv Dubey in the notice.

The notice further added, “I say that in India majority people associate mangalsutra with a religious custom, there is also a sound scientific justification behind it. Hindu culture emphasises on wearing mangalsutra made of pure gold and it is often advised that the mangalsutra should be hidden behind the inners and your promotional advertisement features heterosexual and same-sex couples posing for pictures wearing, The Royal Bengal Mangalsutra, which is a part of the designer’s intimate jewellery collection. These photos also feature models dressed in intimate apparel wearing a mangalsutra is outrageous and it is hurting religious sentiments.”

“I therefore, call upon you through this Notice that, on this holy relationship of “Hindu Marriage” by making such obscene as on “Mangalsutra” should be taken out and apologised to the public, under intimation within the period of 15 days, failing I am giving you clear instructions to publish the public statement and remove the “semi naked models for a Mangalsutra ad” or anything obscene related to holy Hindu marriage “Mangalsutra” and apologises to public otherwise you will be fully responsible for all costs, risks, responsibilities, expenses, and consequences thereof. Please note well,” Adv Dubey further stated in the notice.

The brand was mercilessly trolled by social media users.

“No! This is no lingerie or Condom Ad. This is Sabyasachi Mangalsutra Ad. Ultra Woke #Sabyasachi is so creatively bankrupt that he had to use semi-naked models for a Mangalsutra ad,” tweeted a user.

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