After Dabur, MP home minister targets Sabyasachi over mangalsutra ad

Madhya Pradesh Home Minister Narottam Mishra has issued an ultimatum to fashion designer Sabyasachi Mukherjee over an advertisement for a mangalsutra (chain worn by married women in India) by his brand. Sabyasachi has been warned he would face a police case and statutory action if the “objectionable and obscene” advertisement is not pulled down within 24 hours.

The mangalsutra advertisement by Sabyasachi, featuring a woman in a low-neckline dress, has caused controversy after a section of social media users called it obscene and against Hindu culture.

On Sunday, Mishra said that he too had seen the advertisement and found it objectionable. “Mangalsutra is the important ornament worn by women. We believe that the yellow part (of the mangalsutra) represents Ma Parvati and black part symbolises Lord Shiva and they protect the woman and her husband. Ma Parvati blesses couples with good marital life,” the home minister said.

“I had warned earlier too and now I am warning designer Sabyasachi Mukherjee personally and giving an ultimatum of 24 hours to pull down the ad, failing which a police case will be registered and legal action will be initiated. Force will be sent out especially,” Mishra said in a video statement.

This is not the first time that the Madhya Pradesh government has taken suo motu cognisance of social media uproar over ‘anti-Hindu’ depictions in advertisements, web series, movies and television serials.

Last week, Mishra had informed that he had asked the state's director-general of police to probe a recent advertisement by cosmetics maker Dabur, saying it was a “serious issue” and asked why such material was circulated only for Hindu religious festivals.

At the time, Mishra had also referred to the vandalism on a set of the OTT series Aashram by the Bajrang Dal in Bhopal on October 24. He said, "There are attempts to intentionally target Hindu religion in the name of web series for a long time. Considering the sentiments of the majority community, [director] Prakash Jha should consider changing the name of Aashram web series."

He also said that guidelines will be issued for the film/series makers to submit the story script to the government and begin filming only after receiving permission.

Last year, similar warnings had been issued for the web series A Suitable Boy that had a kissing scene between a Muslim boy and a Hindu girl shot in a temple of Madhya Pradesh.

In recent weeks, separate cases were registered against two women for shooting videos of dances on temple premises in the state.