On the occasion of Karwa Chauth, when married women fasted all day for their husbands and prayed for long and healthy lives, an online advertisement featuring a same-sex couple celebrating the festival met with mixed reactions. Launched on October 22nd, the ad shows two women preparing for their first Karwa Chauth, with one bleaching the other's face. As the conversation progresses, discuss the importance of the festival and why they are fasting for their partner.
It was only at the end of the clip that it was revealed that the two women were fasting for each other when they discovered the moon and then observed their partners - in this case one of the others - through ritual sifting, a previously observed habit. They broke.
The clip ends with a rainbow-colored logo from Dabur's own beauty brand Fem with the hashtag “Glow with Pride ''. The rainbow flag symbolizes the LGBTQIA + social movement. He's received mixed reactions to his post since the clip was shared online. While some supported the brand's initiative, others criticized it.
“Mixed feelings about this one – accepting non-traditional relationships is good, but then promoting a misogynistic tradition and also spreading the “fair is beautiful” trope,” wrote a user while commenting on the viral clip. However, some also pointed out that the products in stock were "inherently cashed-in and racist" and that adding an "LGBTQI angle" would not change that, while others described it as conceptually flawed.
Sources:- Indian express
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