"it was unintentional, and we apologise."
Fem Skincare took to Instagram to issue an apology following the brand’s Karwa Chauth ad.
Fem Skincare is an Indian facial bleach brand from the House of Dabur.
The brand’s latest ad featured a same-sex couple preparing for their first Karwa Chauth.
The pair converse with one another.
As the conversation continues, they discuss the significance of Karwa Chauth and why they are observing the fast for their significant other.
It is then revealed that the two women kept the fast for one another.
The couple spots the moon and then face each other while they look through their sieves, a custom observed before breaking the fast.
The ad concludes with a logo of the beauty brand shown in rainbow colours followed by the hashtag #GlowWithPride.
Since being shared on social media, the Karwa Chauth ad has generated mixed reactions over its message.
Some netizens supported the brands initiative.
One Twitter user said:
“As much as I find the outrage over Fem Dabur ad fun and the hypocrisy over skin colour, I still like the ad.
“And being someone who admires Karwa Chauth, it’s nice to see that Gay/Lesbians can observe fast for their partner, just like a traditional straight couple.”
However, other social media users were critical of the ad.
One person said: “Mixed feelings about this one – accepting non-traditional relationships is good, but then promoting a misogynistic tradition and also spreading the ‘fair is beautiful’ trope.”
Another said: “Fairness products are inherently casteist and racist and adding an LGBTQI angle won’t change that.”
A third person said:
“Why would lesbian couples celebrate an allegedly patriarchal ritual like Karwa Chauth?”
“The conceptualism of the ad itself is fundamentally flawed.
“It seems Fem’s only objective was to get their share of stick and outrage.”
Fen Skincare took to Instagram on October 24, 2021, to issue an apology.
The statement read: “Dabur and Fem as a brand strive for diversity, inclusion and equality, and we proudly support these values in our organisation and within our communities.
“Our campaigns too reflect the same.
“We understand that not everyone will agree with our stance, and we respect the right to hold a different point of view.
“Our intention is not to offend any beliefs, customs and traditions, religious or otherwise.
“If we have hurt the sentiments of any individual group, it was unintentional, and we apologise.
“We are also humbled by everyone who has showered their support for the brand and the campaign.”
Originally shared to Facebook on October 22, 2021, Fem Skincare has since removed the ad.