In recent years, wokeism has engulfed the entire advertisement industry. They have been running an agenda to portray themselves as ‘liberals’ and ‘seculars’. The recent entry in the list of those demeaning Hindu culture is Sabyasachi- who serves a certain class of Indians alone. However, Narottam Mishra, Home Minister of Madhya Pradesh, stepped in to teach the liberal Sabyasachi a lesson and set an example that no anti-Hindu propaganda will be tolerated and it should be stopped as soon as possible.
Sabyasachi apologises as Narottam warns the designer
After the official Instagram page of Sabyasachi released a promotional advertisement that featured heterosexual and same-sex couples wearing The Royal Bengal Mangalsutra, netizens began criticising Sabyasachi for using “semi-naked models for a mangalsutra ad.”
As soon as the matter began grabbing the eyeballs, Narottam Mishra took the responsibility to take strict against the designer for its controversial ad. Terming the Mangalsutra ad as “objectionable and obscene”, he stated, “I’m personally warning Sabyasachi Mukherjee to withdraw the obscene and objectionable advertisement in 24 hours. If it isn’t, then a case will be registered and the police sent for legal action.”
Mishra said, “Mangalsutra is a jewellery of utmost importance. It’s our sacred belief that a mangalsutra’s yellow part signifies Goddess Parvati, while its black part symbolises Lord Shiva. The mangalsutra worn by women protects the lives of the woman and her husband and ushers marital bliss.”
In the aftermath of Narottam’s statement, the advertisement was pulled out and the fashion label apologised for its campaign. It quoted, “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.”
Afterward, Narottam reported, “Sabyasachi Mukherjee has withdrawn the objectionable advertisement after my post. If he repeats such a thing, then direct will be taken and no warning will be given. Appeal to him and those like him to not hurt sentiments of people.”
Pious Mangalsutra, a symbol of raw sexuality for Sabyasachi
As earlier reported by TFI, the official Instagram page of Sabyasachi had released a series of pictures featuring models flaunting the brand’s newly launched mangalsutras. The promotional advertisement featured heterosexual and same-sex couples posing for pictures wearing The Royal Bengal Mangalsutra. The promotional social media posts featured models posing solo or in intimate positions with others. In one picture, a female model could be seen wearing a black brassiere and Sabyasachi’s mangalsutra as her head rests on a shirtless male model.
Read more: The pious Mangalsutra becomes a symbol of raw sexuality for Designer Sabyasachi
The Sabyasachi Ad normalises picturing women sexually while in their Mangalsutras and it’s the most horrendous of ad campaigns we have seen of late.
Narottam Mishra- the torchbearer of Hindutva
It is pertinent to note that after Mishra’s warning to Dabur that legal action will be taken for its Fem cream bleach advert that displayed a same-sex couple observing Karva Chauth, the ad was withdrawn. Considered a Hindutva face, Narottam has an image of a hard taskmaster, which is also the USP of several young BJP firebrand leaders.
Read more: Will Narottam Mishra be the next Chief Minister of Madhya Pradesh?
Narottam’s experience is commendable not only at the political but also at the administrative levels. Narottam had played an active role in preparing legal provisions on the issue of Love Jihad in the state. Political pundits, time and again, have argued that if there is a watertight and a firm Love Jihad law anywhere in the country, it is Madhya Pradesh and the major credit for it goes to Mishra.
Now, by taking charge to stand for what is ethically and morally correct, Narottam has once again proved his pro-Hindu instance.