Vivek Agnihotri slams 'lifeless, depressed' looking models in Sabyasachi ads for Akshay Tritiya & Eid: 'Please celebrate Indian culture'

Filmmaker Vivek Ranjan Agnihotri took a dig at popular fashion designer Sabyasachi for the lifeless, sad & depressed models on the occasion of Akshay Tritiya & Eid which are festivals of celebration and happiness. He also shared a few print advertisements as an example, adding that Indian festivals and culture should be celebrated instead of aping negativity from the West.

 

 

Sharing a few pictures of the advertisements in Saturday's newspaper, Vivek tweeted, "On Akshay Tritiya & Eid - festivals of celebration and happiness, 8 pages of fashion ad in TOI (worth millions) but full of lifeless, sad & depressed models. As an advertising professional, I believe, mimicking sad, drugged & depressed lifestyle of the West is a dangerous trend. Pl celebrate India, our festivals, our culture and above all life. Pl share your views."

 

 

Later in the day, Vivek added a clarification: "Disclaimer: the above comment is no way questioning the credibility of Sabyasachi as a designer and his talent. It’s only about this new negative trend in advertising. And I have made this comment as a trained advertising professional. For the first lesson in advertising is ‘consumer delight’."

 

 

Vivek is currently working on his film, The Vaccine War that will feature Anupam Kher, Nana Patekar, Sapthami Gowda and Pallavi Joshi, among many others. The film is slated for a theatrical release later this year.