Consumer goods giant Dabur after facing backlash by BJP leaders withdrawn their Karwa Chauth Ad-campaign on Tuesday, mentioned apology for unintentionally hurting sentiments of people.
After jewellery brand Tanishq last year and clothing brands Manyavar and Fabindia this year, consumer goods giant Dabur is the latest to blink in the face of online abuse and veiled threats from BJP leaders.
In a brief statement Dabur said: “Fem’s Karwa Chauth campaign has been withdrawn from social media handles and we unconditionally apologies for unintentionally hurting people’s sentiments.”
The Dabur ad in questions shows two young women discussing the importance of Karwa Chauth and the reason for the celebrating it as they prepare for the night. The women are then seen facing each other – each with a sieve and a decorated plate – signaling they are partners, after which the Fem logo appears and a voiceover says: “glow with pride”.
Controversy over this ad was marked by a shocking statement from the Madhya Pradesh Home Minister this week, who threatened the company – another ‘made in India’ brand that is a global leader in the Ayurveda and herbal products space – with legal action.
Mishra slammed Dabur for making an ad about “lesbians celebrating Karwa Chauth” and continued: “In future they will show two men taking ‘feras’ (marrying each other according to Hindu rituals).”
The attack on Dabur comes days after Fabindia – yet another globally successful brand that highlights the government’s ‘made in India’ approach – was pilloried for naming its collection ‘Jashn-e-Riwaaz’.