Twitteratis call for #BoycottMalabarGold after brand, Kareena Kapoor Khan appears without 'Bindi' in Akshaya Tritiya ad
Netizens slammed the brand and Kareena Kapoor Khan for promoting a Hindu festival like Akshaya Tritiya without a proper depiction of Hindu married women.
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In recent days, there have been instances where many celebrities have faced backlash from social media users for controversial advertisements Akshay Kumar was slammed for being associated with a pan masala brand. On Friday, a similar incident took place after Malabar Gold released their Akshay Tritya's special commercial featuring actress Kareena Kapoor Khan. However, a section of social media was upset with Kareena who joined the jewelry brand for their festive special collection over not wearing a Bindi on her forehead.
In the advertisement for Akshaya Tritiya which is a Hindu festival, Kareena is seen wearing an embellished pink lehnga, paired with an elaborate diamond neckpiece, and huge earrings. But what caught everyone's attention was the absence of Bindi on Kareena's forehead. Netizens slammed the brand and Kareena Kapoor Khan for promoting a Hindu festival without a proper depiction of Hindu married women.
This has created a rage on social media platforms with several hashtags such as #BoycottMalabarGold, #BoycottKareenaKapoorKhan, and #NoBindiNoBusiness becoming top trends.
A user said, "The latest advt by MalabarGold is another example of disregard to Hindu festival. Wearing Bindi is imp. part of traditional Indian woman dressing..Mocking Hindu traditions and expecting Hindus to spend their money for them. Not anymore"
Another user said, "How can you advertise your Gold on a Hindu festival and cannot follow Hindu Tradition!? Shame on @Malabartweets. For advertising Kareena Kapoor Khan Without Bindi on her forehead!! #No_Bindi_No_Business #Boycott_MalabarGold
Check out netizens' reactions to the ad below:
A user also explained the reason behind applying bindi on forehead
A similar trend #NoBindiNoBusiness had taken place last year in October when author Shefali Vaidya had tweeted opposing the sad #NoBindi faces and the heavy Urdu terminology used by the American clothing brand Fab India. In a deliberate attempt to abrahamising the Hindu festival of Diwali, the Fab India group in its Diwali advertisement campaign had launched the ‘Jashn-e-Riwaaz’ collection. The cultural appropriation somehow left social media users uncomfortable were not many favored Diwali being loosely translated to ‘Jashn-e-Riwaaz’. The lady models in the poster were seen wearing red-colored clothes but no bindi.
