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Inclusivity under attack as big brands roll back ad campaigns

Inclusivity under attack as big brands roll back ad campaigns

New Delhi: An Urdu phrase, a same-sex couple and a mangalsutra sans demureness – these were the buttons of unconventionality that led to advertisements hoping to package tradition and the diverse shades of this festive season with that extra edge being withdrawn within days of each other.

That the ads, each showcasing a different mood of inclusivity, were for a FabIndia clothing collection, Dabur India’s Fem bleach cream, and designer Sabyasachi Mukherjee’s mangasutra, the biggest brand names in their sectors and therefore powerful in their own right, point to a dangerous trend of intolerance, say society watchers and industry insiders.

According to adman Piyush Pandey, it is difficult for advertisers to continue with their campaigns “unless the law and order situation protects the people”.

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