Netizens troll Sabyasachi’s new Mangalsutra Advert

The ad campaign for Sabyasachi’s ‘Intimate Fine Jewellery’ collection, which features mangalsutras has been subjected to trolling.

Netizens troll Sabyasachi’s new mangalsutra campaign - F

“What are you exactly advertising?"

Esteemed fashion designer Sabyasachi Mukherjee is being trolled by netizens over his latest ad campaign.

The designer’s recent ‘Intimate Fine Jewellery’ collection, which features Sabyasachi’s new Royal Bengal Mangalsutra 1.2, has received a negative reaction on Twitter.

The new ad features both same-sex and heterosexual couples wearing the mangalsutra.

Several photos from the ad campaign have been removed from the official Sabyasachi Jewellery Instagram page, including one of a female model.

A picture showcases a female model wearing a black, lacy bralette along with the mangalsutra. The model rests her head on a male model.

The ad reads:

“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.”

Social media users took to Twitter to share their thoughts on the new ad campaign.

One person wrote: “I thought Sabyasachi launched his new lingerie collection, no… that’s a mangalsutra ad.

“I’m so regressive, I didn’t notice.”

Another user wrote: “No! This is no lingerie or condom ad. This is Sabyasachi Mangalsutra Ad.

“Ultra Woke #Sabyasachi are so creatively bankrupt that they have to use semi-naked models for a Mangalsutra ad.”

A third person commented: “What are you exactly advertising?

“No one will wear this jewellery now because you have shown the world that if I wear that jewellery, I must be some cheapo!

“Please take care of your campaigns.”

The designer is yet to issue a statement on the controversy.

Sabyasachi also faced criticism in August 2021 for collaborating with popular fast-fashion retail chain H&M.

Netizens were not happy with the collaboration as H&M had been accused of greenwashing and paying low wages to its workers.

Meanwhile, Sabyasachi is speculated to be in charge of Katrina Kaif and Vicky Kaushal’s rumoured wedding, which is apparently happening at the end of 2021.


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A post shared by Katrina Kaif (@katrinakaif)

The pair have been linked since 2019.

A source revealed: “Their wedding outfits are being designed by Sabyasachi.

“They are currently in the process of choosing fabrics for the same; Katrina has chosen a raw silk number for her ensemble, which is going to be a lehenga.”

The Tiger Zinda Hai actress has been photographed several times in Sabyasachi designs.

During promotions for her upcoming film Sooryavanshi, Katrina wore a burnt orange Sabyasachi saree.

Ravinder is a Journalism BA graduate. She has a strong passion for all things fashion, beauty, and lifestyle. She also likes to watch films, read books and travel.

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