Bharat Matrimony faces the heat for Holi ad, social media raises boycott call

Holi was celebrated across India earlier this week (Representational Image)

Matrimonial website Bharat Matrimony came under flak for its advertisement on Holi that was released on Wednesday.

A video posted on the platform's Twitter handle asked for a more inclusive space for women as well as acknowledged the need to emphasise on the challenges faced by women in public spaces.

In the video, a woman - her face spread throughout with colour - is seen washing her face to remove the colour, but cannot take the mark off her face, left behind after celebrating the festival.

This Women's Day & Holi, let's celebrate by creating safer and more inclusive spaces for women. It's important to acknowledge the challenges that women face in public spaces and create a society that truly respects their well-being - today & forever.#BharatMatrimony#BeChoosypic.twitter.com/9bqIXZqaXu

— Bharatmatrimony.com (@bharatmatrimony) March 8, 2023

Several Twitter users replied to the video, slamming the ad for equating a social message with Holi.

You guys are absolutely disgusting. How dare you link a social message with the Hindu festival of Holi. What has domestic abuse got to do with Holi?Have u lost your mind? You obviously don’t want Hindu customers. btw, u should focus on what happens on your awful site.

— Priya Rana (@PriyaKumariRana) March 8, 2023

Just changing tweet caption is not enough, Video still have same content misrepresentation of holi. Choose woman awareness any other day. Better take this ad down or face consequences pic.twitter.com/fwul85Od16

— Lala (@FabulasGuy) March 8, 2023

Earlier, online food delivery platform Swiggy was also criticised for its billboard, which urged to consume eggs rather than waste them by smashing it on someone's face during Holi celebrations. After receiving backlash for the billboard, the company decided to take the billboard off in the Delhi-NCR region.

Hey @Swiggy, giving Gyan on Holi & trying to set a wrong perception by installing controversial billboards and posting reel, is not cool in any terms.

Apologize to Hindus & remove them. #HinduPhobicSwiggypic.twitter.com/Zky64R8RvJ — Aditya Tiwari (@Adityaatiwariii) March 8, 2023

Advertisements on religious issues has been a controversial topic in India in the past as well. In 2019, detergent brand Surf Excel released an advertisement which showed friendship between Hindus and Muslims during Holi. While some sections praised the ad for encouraging and promoting communal harmony, others were critical of the ad for hurting Hindu sentiments.