Dabur ad on 'Karwa Chauth' features same-sex relationship, netizens have mixed reactions

Consumer goods giant Dabur found itself in the midst of a massive controversy after it released an advertisement on ‘Karwa Chauth’ depicting a same-sex relationship. The ad for Dabur Fem Bleach showed a lesbian couple getting ready for their first 'Karwa Chauth' using the company's face bleaching product. During their preparations, an older woman encourages them and hands them red sarees, which are typically worn by married women on the occasion. The two engage in a discussion over why they are keeping the 'Karwa Chauth fasts. 

In the next scene, it is revealed that they are each other's partners as they stand opposite across each other with a sieve and a thali. The two then move on to give each other water to break their fast and then touch the older woman's feet for blessings. 

Shortly after its release, the advertisement became the talk of the town drawing in mixed responses. While some praised the otherwise safe Dabur for being progressive and giving a platform to the LGBTQ+ community, others questioned why 'inclusive' messages had to be promoted only via Hindu festivals. There were also sections of social media that slammed the brand for promoting a fairness product in this day-and-age, while others criticized the association of the LGBTQ+ community with Karwa Chauth calling it a 'regressive' festival. Netizens complained that the ad was a 'khichdi' of too many ideas, and failed to deliver the message correctly.

Netizens React: