Now, Sabyasachi trolled for mangalsutra ad campaign

Sabyasachi is the latest brand to face anger from a section of social media over its new jewellery line called “Intimate Fine Jewellery”.. The collection has left many on social media outraging over the depiction of mangalsura, the traditional thread or chain signifying marital status of a woman.

The designer brand on Tuesday announced the launch of its jewellery collections called “Royal Bengal Mangalsutra 1.2” and the “Bengal Tiger Icon” collection of necklaces, earrings and signet rings.

The photos posted on Sabyasachi’s Instagram handle show models in heterosexual and same-sex couple poses, wearing the dainty jewellery. One of the photos has a model in her inner wear, wearing two neckpieces.

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A post shared by Sabyasachi (@sabyasachiofficial)

“Jewellery is one of the beautiful piece of art... could have advertised in better way,” a person commented under the photo on Instagram.

“We understand what "intimate jewellery" means. Mangalsutra can also be worn over a saree, showcasing a bra was unnecessary,” a user on Twitter wrote.

We understand what "intimate jewellery" means.

Mangalsutra can also be worn over a saree, showcasing a bra was unnecessary. #Sabyasachi pic.twitter.com/8mijqmC8tB

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— बोलणारी मुलगी (@apy_fiz) October 27, 2021

Another user called the portrayal of the collection “distasteful”.

No other way to show the jewellery ? This is just distasteful ! #Sabyasachi pic.twitter.com/nxS1zCCpmb

— Shilpa (@cnshilpa) October 27, 2021

Many others on the internet had did not find the collection and the photos problematic.

“Today bhakts are boycotting #Sabyasachi brcause he portrayed married women as “intimate” Soon India will be 50 years behind,” Twitter user Vinci wrote.

Today bhakts are boycotting #Sabyasachi brcause he portrayed married women as “intimate”
Soon India will be 50 years behind

— Vinci (@vinci1203) October 28, 2021

“People boycotting Sabyasachi, do you even know how expensive are his designs?” another person tweeted.

People boycotting #sabyasachi, do u even know how expensive are his designs?

— Ashima Sharda (@ShardaAshima) October 28, 2021

Goodmorning,

Today's outrage is against #Sabyasachi

I want to see how many of them can afford to buy #Sabyasachi and burn it/destroy it

— Saumya (@5SaumyaS) October 28, 2021

Several brands have been targeted by sections of social media over their ads in recent weeks, prompting them to pull the ads.

On Monday, consumer goods brand Dabur withdrew its advertisement on Karwa Chauth for Fem Creme Bleach amid criticism by a section of social media for promoting same-sex relationship. Last week, FabIndia removed a promotional capsule about its new festive line after backlash from right-wing groups.

Last October, Tata Group's jewellery brand Tanishq was forced to withdraw an advertisement that showed an interfaith couple at a baby shower organised for the Hindu bride by her Muslim in-laws. It withdrew the advertisement after trolling soon spread to physical threats to company employees and stores.