Couturier Sabyasachi Mukherjee was forced to pull down his Mangalsutra ad campaign, after facing backlash on social media, from BJP politicians and following a ‘warning’ from  Madhya Pradesh Home Minister Narottam Mishra, who gave the designer a 24-hour deadline to withdraw the ad.

"In the context of making heritage and culture a dynamic conversation, the Mangalsutra campaign aimed to talk about inclusivity and empowerment. The campaign was intended as a celebration and we are deeply saddened that it has instead offended a section of our society. So, we at Sabyasachi have decided to withdraw the campaign," Sabyasachi stated in an Instagram story.

The ‘offensive’ ad featured a woman wearing the mangalsutra while dressed in a blouse with a plunging neckline and standing next to a bare chested man.