Dabur said: “Fem’s Karwa Chauth campaign has been withdrawn from social media handles and we unconditionally apologise for unintentionally hurting people’s sentiments.”
A screengrab from Dabur’s Fem ad showing a same-sex couple.
In the latest series of pulling down of advertisements over outrage and allegations of “hurting religious sentiments, FMCG company Dabur took down a Karwa Chauth ad featuring a same-sex couple after Madhya Pradesh Home Minister Narottam Mishra warned the brand of legal action.
— Dr Narottam Mishra (@drnarottammisra) October 25, 2021
In the ad, two young women are shown getting ready for their first Karwa Chauth. While one woman is applying the bleach on the other’s face, they discuss the significance of the festival and the reason behind it. Another woman joins the two and gives each one a saree to wear at night.
Cut to the end, the ad shows both women facing each other with the traditional sieve and a decorated thali with water in front of them, thus signifying that they are each other’s partners. The commercial aims to promote inclusivity but has ended up dividing the internet.
Married women, especially those in northern India, celebrate Karwa Chauth by fasting the entire day and praying for a long life for their husbands.
Dabur pulled down the ad and issued an apology. In its statement, Dabur said: “Fem’s Karwa Chauth campaign has been withdrawn from social media handles and we unconditionally apologise for unintentionally hurting people’s sentiments.”
Fem’s Karwachauth campaign has been withdrawn from all social media handles and we unconditionally apologise for unintentionally hurting people’s sentiments.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
Narottam Mishra had said that the advertisement was objectionable. He said, “Today they are showing lesbians breaking their Karwa Chauth fast tomorrow they may show two men getting married.”
“I have directed the DGP to examine the advertisement and ask the company to remove it,” Mishra added.
Earlier this month, clothing brand FabIndia had to withdraw its campaign that promoted its upcoming range of festive attire after getting flak over the name of the collection — ‘Jashn-e-Riwaaz’. A few days ago, tyre manufacturing brand Ceat also faced backlash for an ad featuring actor Aamir Khan. BJP MP Anantkumar Hegde the ad alleged the company of causing “unrest among Hindus” through the ad which shows Aamir Khan advising people not to burst crackers on the streets.
Hegde also asked the company to address the “problem of blocking roads for offering Namaaz and the noise emitted from mosques during Azan”.
Click here for IndiaToday.in’s complete coverage of the coronavirus pandemic.