Sabyasachi’s mangalsutra ad evokes angry reactions from Hindutva supporters, fashion designer receives plenty of support


Globally famous fashion designer Sabyasachi has left Hindutva supporters angry with his latest jewellery ad campaign titled mangalsutra. Supporters of India’s far-right Hindutva ideology have taken to social media to slam the famous designer.

Taking to Instagram, Sabyasachi introduced a series of photos from his ad campaign featuring same-sex and heterosexual couples wearing Royal Bengal mangalsutra, which the fashion designer said was from his ‘Intimate Fine Jewellery’ collection.

The caption of one ad read, “Introducing the Royal Bengal Mangalsutra 1.2 and the Bengal Tiger Icon collection of necklaces, earrings and signet rings in 18k gold with VVS diamonds, black onyx and black enamel.”


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A post shared by Sabyasachi (@sabyasachiofficial)

No sooner did the ad campaign become public, Hindutva fanatics began to give grief to Sabyasachi accusing him of mocking their faith. One Twitter user wrote, “Sabyasachi Mukherjee,renowned fashion designer worth ₹ crore is making his designer jewellery and kept Mangalsutra. In this picture the model is shown intimating with a man and wearing that mangalsutra and he openly stated as ‘intimate’ once again they dishonoured our dharma.”

Another commented, “Stop showing us how a woman looks before and after SEX #Mangalsutra & Kamasutra both are different Mangalsutra is related to religious things & worn only after marriage While Kamasutra is just about Sex and lust a being has.”

The fashion designer also received plenty of support from liberal Hindus. One wrote, “In the mind of a delusional hindu. Threatened and triggered by the simplest stuff… white bedsheet tests can be done on a newly married woman on the night of their wedding but this mangalsutra being intimate is the real issue and unacceptable.”



“Genuine question: Is one supposed to take off the mangalsutra during sex? Cus it’s an intimate act. And are you saying that dishonours the piece of jewelry? So is sex a dishonorable act?” another user asked.

Not too long ago, FabIndia had to withdraw its ad on Diwali collection after Hindutva fanatics objected to the use of Urdu words, Jashn-e-Riwaaz, for the campaign.

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