Campaign India Team
Oct 27, 2021

Dabur takes down its Fem Bleach ad over the lesbian couple controversy

Madhya Pradesh Home Minister stated that prior permission would be required by brands for the shooting of scenes that could hurt Hindu sentiments

Dabur takes down its Fem Bleach ad over the lesbian couple controversy
In a year that saw unending controversies on social media, concerning hurt religious sentiments of Indian netizens, another one bites the dust. Homegrown FMCG brand Dabur India has now faced public outcry over its Karva Chauth ad for its brand Fem Bleach. 
 
The ad showed two young women celebrating Karva Chauth - a Hindu ritual that sees married women not eating from sunrise to moonrise, for the long life of their husbands. The women in the ad were shown looking at each other through a sieve. 
 
 
However, the ad didn't go down quite well for many netizens, and especially for Madhya Pradesh Home Minister, Narottam Mishra, who was deeply offended by the ad and claimed that it was 'objectionable'. He also stated that he had prompted the director general of police, asking the brand to withdraw its ad, failing which, it would face legal consequences. 
 
Addressing a press conference by ANI, Mishra also claimed that most advertisements were based on Hindu festival rituals and that there could be a similar situation with gay men too, if action wasn't taken against this. He stated that going forward, scenes that could hurt Hindu sentiments should not be shot and that there would be permanent guidelines for brands and prior permission that they'd require, for the shooting of such scenes. 
 
Following Mishra's reaction and other netizens' hurt religious sentiments, the FMCG giant took down its ad and even issued an apology via a tweet on 25 October. 
Some felt that the brand mocked the Hindu ritual, whereas some tried to bring the infamous boycott culture back. 
However, a few came in support of the brand and some even questioned the brand for taking down its ad and hiding behind the pride of inclusivity that it first intended to showcase. 
Source:
Campaign India