An ad that is being shown by Dabur India, has created a buzz in social media. The ad portrays the LGBTQ community, in which two girls are seen seeing each other break fast.
Festival season is typically a beneficial time for businesses and organizations. Companies profit from the festive season by either launching new products or selling their existing lineup with commercials that set the company apart from the competition.
However, when firms fail to account for people’s sensitivities, this tried-and-true method of garnering attention often backfires. For example, Fab India was chastised for referring to Diwali as Jashn-e-Riwaaz in one of its social media posts. Despite their efforts to remove themselves from the quagmire, the harm had already been done.
Dabur has recently found itself in a similar situation after releasing a new advertisement featuring lesbian Karwa Chauth. In Dabur’s most recent advertisement, two women, purportedly a couple, are seen getting ready for what appears to be their first Karwa Chauth and so indulging in cosmetics and other face washing products. Later, while the two explain their reasons for keeping the ‘Karwa Chauth’ fast, an elderly woman is seen gifting them celebratory garments to wear on the occasion.
Following that, the commercial depicts the two women holding sieves and adorning thalis in front of them, clearly indicating that they are celebrating the holiday for each other. While the commercial was intended to mainstream same-sex partnerships, it did not sit well with the LGBTQ community because it promoted a “regressive” concept. Those who applauded the idea of promoting the Hindu ceremony of ‘Karwa Chauth’ took issue with the company for pandering to the prevalent fair complexion syndrome in Indian society.
Dabur has been chastised by the LGBTQ community for exploiting gay representatives to promote a regressive ritual and racist product.
When the advertisement promoted “colorism” and a “patriarchal tradition,” a Twitter user argued there was no sense in LGBTQ pride.
whats the point of this pride when you're endorsing colorism AND PATRIARCHAL TRADITIONS??
KUCH BHI KAROGE MATLAB
THIS IS NOT THE QUEER REPRESENTATION WE ASKED FOR
WE DONT NEED REPACKAGED PATRIARCHY, COLORISM, AND OTHER PROBLEMATIC IDEALS https://t.co/Fd9MNRb1Ye— 🏳️🌈 CHEEKOO// ORASAADHA (@anugayeah) October 23, 2021
Another Twitter user chastised the corporation for utilizing the queer community to advertise a “dumb regressive” event, ranting about the traditional Hindu festival of “Karwa Chauth.”
oh fuck off, stop using queer rep to make your stupid regressive 'festivals' seem progressive https://t.co/CuCeyti65H
— punk potato (@hoemanshi) October 23, 2021
Another Twitter user who identified herself as a member of the LGBTQ community stated that she did not want queer leaders who advocate “patriarchal tradition” and colorism.
i don't think this is the kind of queer rep i would want. it's cute but it's still promoting that patriarchal tradition and colourism. hmm https://t.co/1aTklI1bT2
— ash (@drownxophelia) October 23, 2021
While the commercial was intended to promote same-sex partnerships, it infuriated the LGBTQ community, who turned their wrath on the Hindu festival of Karwa Chauth, branding it a retrograde practice. This isn’t the first time Karwa Chauth has been treated with disrespect and scorn. Left-leaning liberals have used every chance throughout the years to disparage Karwa Chauth as a patriarchy-promoting celebration. They, on the other hand, keep a deafening silence when it comes to criticizing other religions’ racist, misogynist, and regressive traditions.
