An Indian brand withdrew a Karwa Chauth advertisement after receiving threats from a BJP minister, reported Hindustan Times. The celebratory ad was posted on the company’s social media accounts and went viral shortly after. It was later removed due to backlash on social media and by a minister from the ruling party.
Madhya Pradesh home minister Narottam Mishra criticised it for showing “objectionable content” and said that legal steps would be taken if the advertisement was not withdrawn. The ad showed a same-sex couple celebrating the Hindu festival.
The removal was also followed by a public unconditional apology. "Fem's Karwachauth campaign has been withdrawn from all social media handles and we unconditionally apologise for unintentionally hurting people's sentiments," said Dabur India on its Twitter account.
Fem's Karwachauth campaign has been withdrawn from all social media handles and we unconditionally apologise for unintentionally hurting people’s sentiments. pic.twitter.com/hDEfbvkm45
— Dabur India Ltd (@DaburIndia) October 25, 2021
The content of the ad was ahead of its time, or at least the time Modi’s India is surviving in. Traditionally, Karwa Chauth is an ancient ritual celebrated by married women, predominantly in northern India, who keep a day-long fast for the long life of their husbands. The brand, however, depicted a same-sex couple celebrating the Karwa Chauth festival. Two young women are shown applying bleach on the other’s face while discussing the significance of the festival. Another woman also gifts the two sarees to wear on the occasion.
The controversial ad ends by showing the two women facing each other like husband and wife, revealing them as partners, and performing the ceremonies. The tagline for this ad was “Glow with Pride.”
This is not the first time a controversial ad has been removed after being aired. Censorship and ethical policing in India are increasing day by day. The two neighbouring nations certainly share this trait. While the ad received a lot of backlashes, some celebrities condemned its forced removal.
Filmmaker Pooja Bhatt resented the removal of the advertisement and the forced apology that came later. She took to Twitter to speak up about the queerphobic standards of the governing body. "So much for being the ‘Mother’ of democracy,” the filmmaker wrote on Twitter.
बस यही करते रहो.. slam,bam,ban! So much for being the ‘Mother’ of democracy! Pity a giant like #Dabur refused to stand behind their AD. While I don’t endorse a fairness cream in principal I reserved my comment as they attempted to celebrate Inclusivity & #PRIDE So why hide now? https://t.co/avzq1XafgW
— Pooja Bhatt (@PoojaB1972) October 26, 2021
While the content might not have been appropriate for the time, people appreciated the brand for being gender-inclusive.
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