After Dabur and FabIndia, Designer and entrepreneur Sabyasachi withdraws mangalsutra ad

• Following an ultimatum from Madhya Pradesh’s Home Minister Narottam Mishra, Sabyasachi has retracted his ad for his latest Mangalsutra collection.
• The brand was trolled heavily for allegedly hurting religious sentiments by promoting its ‘Royal Bengal Mangalsutra,’ a part of their Intimate Fine Jewellery line.
• In the past few weeks, many brands have been trolled about their campaigns on social media and brand Sabyasachi is the latest to retract its ad.

Another brand bows down to the pressures of online trolls this week. The latest brand to fall victim to online bullying is Fashion designer Sabyasachi Mukherjee's label. He withdrew his latest campaign for his mangalsutra collection on Sunday after Madhya Pradesh’s Home Minister Narottam Mishra issued a "24-hour ultimatum" and threatened to send the "police force."

"I have warned earlier as well. I am personally warning designer Sabyasachi Mukherjee and giving him a 24-hour ultimatum. If this objectionable and obscene advertisement is not withdrawn within 24 hours, then a case will be registered against him and legal action will be taken. The police force will be sent for the action," said Mishra in a video message that he posted on Twitter.

After this warning, Sabyasachi took to Instagram and stated that he was "deeply saddened" that the advertisement campaign "offended" a section of the society and withdrew the campaign.

The mangalsutra campaign by Sabyasachi's brand featured intimate portraits of same-sex and heterosexual couples sporting ‘Royal Bengal Mangalsutra’ of Intimate Fine Jewellery line. Soon, the internet flooded with #boycottsabysachi comments and trolls started calling the campaign ‘anti-Hindu’ and ‘offensive.’

Sabyasachi isn’t the only one who has withdrawn his ad after receiving threats from trolls and politicians. In the past few weeks, Dabur’s Fem and FabIndia were also at the receiving end of social media trolling for their digital campaigns.