'24-hour ultimatum': MP minister gives warning to Sabyasachi over mangalsutra ad

"Now I'm personally warning designer Sabyasachi Mukherjee and setting him a 24-hour deadline," Mishra continued.

Sabyasachi Mukherjee, a designer, has lately come under fire for his ad campaign for Mangalsutra, which showed a model wearing a bra. While social media users debated the ad's "nudity," the objections were not restricted to virtual forums, as Madhya Pradesh home minister Narottam Mishra issued a warning to the ace designer on Sunday, saying that if he did not remove the ad within 24 hours, he would face legal action.

Mishra tweeted a video with the comment, "Fashion designer Sabyasachi Mukherjee's mangalsutra advertising is disrespectful and painful. If the offensive advertising is not deleted within 24 hours, #SabyasachiMukherjee will face legal action by filing a lawsuit against him."

Mishra says in the video, "I saw the advertising. It is extremely offensive and hurtful to religious emotions. A mangalsutra's yellow half represents Parvati, while the black part represents Shiv." He went on to say that a mangalsutra represents conjugal contentment. He has already voiced his concerns. "Now I'm personally warning designer Sabyasachi Mukherjee and setting him a 24-hour deadline," Mishra continued.

Mishra's warning came a day after Ashutosh J Dubey, the BJP-legal Maharashtra's advisor, sent a legal notice to Sabyasachi for "using semi-naked models for a Mangalsutra collection commercial." He mentioned in his notice that there is a scientific reason for wearing a Mangalsutra. Sabyasachi's premium label recently introduced an Intimate Fine Jewellery collection, including 'The Royal Bengal Mangalsutra,' and photographs of the new line were published on the brand's official Instagram account. The ad campaign included a lady dressed in jeans and a bra and wearing a Mangalsutra, introduced as part of the collection.