Many targeted Kareena Kapoor Khan seen in the ads.
#BoycottMalabarGold started to trend on Twitter in the early hours of April 22, 2022.
Twitter feeds were flooded with posts on the latest advertisement of a jewellery brand.
Many were seen criticising the advertisement featuring Kareena Kapoor Khan.
Twitter users pointed out that the actress posing in the ad was not wearing a bindi along with the jewellery.
The hashtag #BoycottMalabarGold started to trend on Twitter with over a thousand tweets on the subject.
The advertisement posters of Malabar Gold were part of the upcoming Akshay Tritiya, a festival celebrated by the Hindu community in India.
Many users expressed anger over the ad as they felt that an ad on the Hindu festival should have a woman wearing a bindi because that is how a woman looks Hindu.
Many targeted Kareena Kapoor Khan seen in the ads and pointed out the fact that she is married to Saif Ali Khan, who is a Muslim.
One user wrote: “The latest advert by Malabar Gold is another example of disregard for Hindu festival.
“Wearing Bindi is important of traditional Indian woman dressing.
“Mocking Hindu traditions and expecting Hindus to spend their money for them. Not anymore.”
While another wrote: “Kareena Kapoor Khan, who got married to an Islamic family, has made the advertisement famous.
“Malabar has disrespected the Hindu religious tradition with the money of Hindus for its economic benefits.”
Malabar Gold Owner is M P Ahammed
Lady performing in Ad is Kareena Kapoor Khan
Look at both the names – piecefools, Hindu Haters
— ?????? ????? #CensorWebSeries (@av_adh) April 22, 2022
The advertisement can be seen in a newspaper clipping posted by a user.
Another user tried to explain the importance of bindi in Hindu culture.
He wrote: “Hindu tradition holds that all people have a third inner eye.
“The Two physical eyes are used for seeing the external world, while the third focuses inward toward God!”
It is unclear if the user meant that women should keep the third eye closed with the Bindi or stay more focused towards the God inwards by wearing a Bindi.
This is not the first time that a brand has been boycotted by the extremist Hindu section on social over something as small as a bindi.
Earlier, a clothing brand named FabIndia was caught under fire when one of its advertisement campaigns showed women wearing Indian traditional wear without a bindi.
Netizens accused the brand of showing indifference towards the Hindu community.
The current boycott of a jewellery brand over the absence of a bindi in one of its advertisements speaks volumes about the state of the country which is gradually turning intolerant towards the religious minority.
While there is violence on the streets, there is hate spreading on social media.