5 most-controversial ads during this festive season

The fireworks may have been banned this festive season but controversies surrounding advertising campaigns of major brands are creating enough drama to keep the virtual crackers going. From a mangalsutra to an atta maker, there’s no telling which product is going to get cancelled on which day.

One day you’re a social media trend and the next day, you could be a brand facing boycott.

So, whether you loved them, hated them or criticised the brains out of them, here’s a roundup of brands that were recently grilled on social media for irking too many people

1. Sabyasachi

High-fashion brand Sabyasachi on Sunday withdrew a photo campaign that featured a model donning a designer mangalsutra with racy lingerie. Sabyasachi stirred controversy for apparently ‘hurting religious sentiments’ by showing a semi-naked model in a mangalsutra ad.

The Kolkata-based brand’s move come after Madhya Pradesh Home Minister Narottam Mishra issued an ultimatum to the brand to take the ad down.

2. Fabindia

In a similar fashion, chain retailer Fabindia also withdrew an for its new festive line after backlash from right-wing Hindu groups. Known for its handcrafted fashion products, the brand was accused of using Urdu to name a collection for Diwali, a festival primarily celebrated by Hindus.

The promo campaign, which was titled Jashn-e-Riwaaz, an Urdu term meaning ‘celebration of tradition’, was eventually withdrawn after backlash.

3. Dabur's Fem

Homegrown FMCG behemoth Dabur withdrew its Karva Chauth ad campaign featuring a lesbian couple celebrating the festival after several sections of social media it described as “culturally inappropriate”.

Many on the interwebs also hailed the campaign for Dabur’s Fem Creme bleach for its pro-LGBTQIA+ stance. Nonetheless, the brand had to take the campaign down and issue an apology.

4. Tanishq

Another local player who faced the music for taking a stand was Tata Group's brand Tanishq. The jewellery brand released an advertisement showing an interfaith couple at a baby shower organised for the Hindu bride by her Muslim in-laws.

Slammed for promoting what netizens called ‘love jihad’, Tanishq had to withdraw the advertisement after the online trolling extended to physical threats to its employees and stores.

5. Kent RO

For Kent RO Systems, it was an ad for an ‘Atta & Bread Maker’ that brought the house down. Famous for its water purifiers, Kent released an advertisement that showed domestic workers in a negative light by depicting them as infection carriers.

The Noida-based company’s ad cautioned against letting your ‘maid knead atta by hand’ referring to the practice as ‘unhygienic.’ The ad, featuring Hema Malini and her daughter Esha Deol drew heavy criticism on social media who later apologised. Malini then claimed the ad did not ‘resonate with her values.’

ALSO WATCH: Supreme Court Judge Justice Chandrachud on Dabur row: ad pulled down on ground of public intolerance