Designer Sabyasachi Mukherjee, an Indian fashion and jewelry designer, retailer, and couturier from Kolkata, who recently revealed the latest line of ‘Intimate Fine Jewellery’, has withdrawn an ad campaign for the line after receiving a 24-hour ultimatum from Madhya Pradesh Home Minister Narottam Mishra.

“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,” wrote the brand on Instagram, after taking their ad campaign down.

“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 If this objectionable and obscene advertisement is not withdrawn, then a case will be registered against him and legal action will be taken.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,” the Minister threatened the designer and his brand vide a statement given to media on October 31.

Calling the advertisement ‘objectionable’ and ‘jewellery of paramount importance’, he further questioned by such painful incidents take place only with Hindu symbols. The designer’s label also received backlash on social media, leaving the brand in a soup, over the new collection’s ad campaign which some believed appeared more like a lingerie ad campaign.

What had particularly perturbed and ‘hurt’ the sentiments of a particular section of social media users was that the Royal Bengal Mangalsutra worn by models showed them in intimate positions, wearing brassiere with the Mangalsutra.

Also read: Sabyasachi faces backlash over Mangalsutra Ad campaign

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