New Delhi: Yet another ad has become the target of moral policing on the Internet.
Dabur on Tuesday withdrew an advertisement for Karwa Chauth that celebrated inclusivity, equality and a progressive view of marriage. However, it led to a harsh backlash from Madhya Pradesh Home Minister Narottam Mishra.
In a brief statement, Dabur said: “Fem’s Karwa Chauth campaign has been withdrawn from social media handles and we unconditionally apologise for unintentionally hurting people’s sentiments.”
Earlier, jewellery brand Tanishq and clothing brands Manyavar and Fabindia faced online abuse and veiled threats.
Threatening Dabur with legal action, Madhya Pradesh Home Minister Narottam Mishra slammed the ‘made in India’ brand with legal action.
Mishra slammed Dabur for making an ad about “lesbians celebrating Karwa Chauth” and continued: “In future they will show two men taking ‘feras‘ (marrying each other according to Hindu rituals).”
He said police had been told to order the company to withdraw the ad.
“And if it fails to do so, take legal steps after examining the advertisement,” he added.
Mishra’s comment came shortly after he stopped (just) short of defending violence by right-wing goons on the set of a web series being directed by Prakash Jha and starring Bobby Deol.
The ad shows two young women discussing the importance of Karwa Chauth and the reason for celebrating it as they prepare for the night.
The women are then seen facing each other – each with a sieve and a decorated plate – signalling they are partners, after which the Fem logo appears and a voiceover says: “glow with pride”.
Although the ad was appreciated on social media for its “inclusive” message,
some, like this person wrote: “Why doesn’t Dabur or whoever come up with similar ads for Xmas or Eid or any other festival? Why target Hindu festivals?”
The attack on Dabur comes days after Fabindia – yet another globally successful brand that highlights the government’s ‘made in India’ approach – was pilloried for naming its collection ‘Jashn-e-Riwaaz’.
In the case of ‘Jash-e-Riwaaz’ ad by FabIndia, the attack was led by Karnataka BJP MP Tejasvi Surya, following which it was withdrawn.
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